If we do not understand each expectation of our customers, we cannot satisfy them.. If we ask them anything they will just tell us what they have in their conscious. What make them decide, their emotions, their motivations and perception... are in the unconscious level. The consumers do not control their unconscious.
If we tell them that our car is faster than the other one from other brand they will do not beleive us. If we do that we are comunicate witht hem through their conscious. If show them a video, pictures and information that shows the speed of the car, if a friend tell them how faster is the car, they will change their perception of speed.
They do not control their unconscious and the unconscious absorve everything that we read, see and hear. Any experience that we live, they will shape of our schemas that are in our memory. They observe that information by associative learning and they host that in their memory. Each 1,5h the information that are in our short-memory goes to our long memory. We compare whatever we have in our short-term memory, that means what are see, listenning and read at that moment, with what we know, that hosted in our long-term memory. In base of that comparation we make decisions. That means, we compare expectations host in our short-term memory, with that we know already, that means our standards that we expect repetition or improvement.
Our Brain generates expectations automatically in relation to everything. All this process began on the "Pons" that exists on our brain, where the electrical signal begins and generate a oriented response that make us stop and focus our attention. After that the "Telemis" (Short-Term Memory) generates the expectations and answer the question "What might happen?" for our central system. Finaly the brain compares the expectations generated in the Telemis with our memory hosted in "Cortex". From that comparation results a decision. This is based on Expectation Fulfilment Theory.
As we can conclude, we generate expectation as part of our biological system. If we generate them, means that they can be managed and controlled. As we understood, all this process happens mostly in our unconscious and shape our motivations, our perceptions, our emotional responses and our decisions. These four points and the satisfaction factor, are the most important elements that marketing should manage in their customers. In sum, the Management of Expectations is a crucial element in any marketing strategy.
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