Consumer Psychology and Marketing Overview: An Influence Operations Perspective
DEFENCE RESEARCH AND DEVELOPMENT TORONTO (CANADA)
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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 todays asymmetric campaigns. Future research considerations and directions, in light of the lessons learned from the marketing world, also are discussed.
- Military Forces and Organizations
- Unconventional Warfare