Consumer Psychology and Marketing Overview: An Influence Operations Perspective
Abstract
The purpose of this literature review was to acquire additional knowledge that would complement the previous work completed by HumanSystems Incorporated, Guelph, Ontario, in particular, literature reviews on Influence Operations (CR-2007-146) and Consumer Psychology (CR 2008-218) and an Annex to CF PSYOPS Materials, Information Management, Guidelines and Recommendations (CR 2008-215). Defence Research and Development Canada - Toronto has been conducting a larger research project in which the goal is to contribute to the Canadian Forces' (CF) ability to plan, implement, and evaluate influence campaigns for future expeditionary operations. Success in the business world, as measured by profitability and longevity, is a result of its ability to quickly adapt to changing demands from consumers and evolving tactics by competitors. Therefore, the business world is a potentially valuable and underutilized context in which to study tactics for marketing, advertising, public relations, media, and exploitation of consumer psychology, all or some of which could potentially be applied to current CF influence operations. This paper presents an exploration of how some of these business tools and philosophies could be applied to military influence operations (e.g., PSYOPs) to help give the CF an edge in today's asymmetric campaigns. Future research considerations and directions, in light of the lessons learned from the marketing world, also are discussed.
Document Details
- Document Type
- Technical Report
- Publication Date
- Jan 01, 2012
- Accession Number
- ADA568382
Entities
People
- Peter Kwantes
- Wendy Sullivan-kwantes
Organizations
- Defence Research and Development Canada