「释义」

潜意识是大脑中不用通过意识，可直接影响人行为的那部分思想。在心理结构中，潜意识的能量大过意识及前意识，它是产生感情的地方，也是记忆的仓库。潜意识联想可称为“内心深处的隐喻”，揭示潜意识所认可的事实。

The subconscious mind is the part of the brain that can directly affect people's behavior without passing through consciousness. In the mental structure, the energy of the subconscious is greater than that of the conscious and preconscious. It is a place where emotions are generated and a storehouse of memories. Subconscious associations can be called "metaphors deep in the heart", revealing facts recognized by the subconscious mind.

「应用场景」

蒂巴尔·费舍尔团队的客户研究工作是一个典型案例：分析师忽略了消费者心中的潜意识联想——本案例研究的作者将其描述为“内心深处的隐喻”。因为蒂巴尔·费舍尔和高层管理人员忽视了那些内心深处的隐喻，他们没有意识到可能通过这些隐喻透露出的情感。这个团队只关注客户的表面态度。由于这些态度只占消费者总体反应的一小部分，因此高管对销售疲软的原因一无所知。

The Tibal Fisher team's customer research efforts are a classic case of analysts’ missing the subconscious associations at work in consumers’ minds—something that Gerald Zaltman and Lindsay Zaltman, the authors of this case study, would describe as deep metaphors. Because Tibal Fisher and his top executives overlooked those deep metaphors, they weren't aware of the emotions that could be revealed through them. The team looked only at customers’ surface attitudes. Since those attitudes make up a relatively small part of the total consumer response, the executives are clueless about the reason for the anemic sales.

企业必须了解每个客户都会在情感层面上与某个品牌产生关联，而这些情感会触发或阻止购买行为。

It's critical for companies to understand that every customer relates to a brand on an emotional level, and those emotions trigger—or block—purchases.