Discovering the consumer collective unconscious and personal sensory analysis applied for innovative assessment and marketing of wine

Abstract

The art of wine urges mind and brain, “one and triune” because it has three main anatomic and functional which overlapped and integrated during (McLean, 2006), a synthesis of tactile and olfactory sensations related to memory iconic environment and territory, in a constellation of free associations that characterize the knowledge and feeling conscious and unconscious. This dynamic personal and collective unconscious that rises and goes to ghostly figures of projective techniques uses figurative ones reading of dreams and signs, typical of Jung’s psychoanalysis. By the sages of Freudian sexuality, the origin of the circular shape is extended in the presence of fine wines ego – syntonic and syncretic. The method that cuts through the neuro – science and the ‘psyche’, has brought to the surface the deep motivations of users’ choices, reaffirming the primacy of the psyche on the soma, in a harmonious blend of mind- scape and land- scape. One goal of the study is the search for models of interpretation and forecasting, aimed at creating segmentations of consumers, such as to obtain a segmentation and no longer only on the basis of behaviors and life styles, but the profiles, emotional, cognitive and social. The methodology used allows to highlight what wines enhance the collective unconscious than individual, and therefore the wines which are welcome and able to tackle the international markets, create exaltations of conviviality, socialization, joyfulness and good living related to the archetypes of the collective unconscious, branding the target client, predict market niches adequately and competently. The results of the study, and other object of other works, hint at the considerable development potential of this approach to new and innovative wine marketing.