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A new approach to consumers
In a society with the explosion of media, information and various products, psychologists had found out that the human mind has activated two functions to protect themselves from information overload. The human mind first "rejects" most of the information provided, and second it simplified them and stored as bits like the memory bank. Thus the purchasing behavior of a consumer is fundamentally changed , where only a few brands are being stored and organized in his or her mind "slot", and subsequently chosen to satisfy the consumer's need. Any new information wished to be accepted by consumers has to comply with what's already stored there. On the other hand, any new information that conflicts with the current stored ones, the consumers intend to reject. This process was known as the "selective amnesia" system.
Jack Trout later developed a marketing prototype of this process called the Product Ladder. To cope with the product explosion, consumers have ranked products and brands in the mind. When they need to purchase, they usually follow their series of product ladders in their minds. Generally, the brand that sits on the higher rung usually represent specific category in consumers mind has a greater chance of being selected or purchased.
In conclusion, the ultimate objective of positioning strategy is to take a strong foothold on the product ladder. By reinforcing the ladder position, the product can effectively winning consumers in their purchasing decisions.
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