The discovery of the functionality of human intelligence, made at The Unicist Research Institute, allowed discovering and managing the root causes of buying processes. The management of the root causes allowed for defining the methods to develop segmented marketing objects and catalysts that significantly accelerate selling processes.

This process included the discovery that human actions are driven by the concepts people have and that buying decisions are triggered by conceptual short-term memory (CSTM).

This led to the development of the conceptual segmentation that drives buying decisions and allowed building marketing objects to influence them.

Their use increases notoriously marketing effectiveness.

Conceptual marketing is based on managing the root causes of buying processes and the use of binary actions, catalysts and marketing objects to influence and accelerate buying decisions.

Preconcepts are non-conscious and triggered by the CSTM

Preconcepts are dynamic or stagnated knowledge objects that individuals have in mind that are used intuitively, without being aware of their existence, when reacting to the needs generated by the environment. When they are stagnated, they are called prejudices.

Preconcepts are the drivers of impulse-driven buying processes. They are a non-conscious synthesis of a stagnated concept an individual has in mind.

Concepts as Behavioral Objects

Concepts regulate and drive human actions. The concept an individual has, defines the purpose the individual wants to achieve. Concepts have different depth levels according to the conceptualization capacity of an individual. These levels are:

• The idea of the concept
• The operational concept
• The functional concept
• The essential concept

Each of these concepts works as a behavioral object, which is a special type of knowledge object that defines the possibilities of individuals’ actions. Understanding the functionality of these behavioral objects requires managing the rational description of their concepts and having a high level of consciousness.

The Idea of the Concept

The functionality of the idea of the concept is a behavioral object that allows an individual to focus on a purpose and integrate the functional information that is necessary to build an intellectual image of what wants to be done. The idea of a concept gives meaning to the data included in the semantic memory and integrates it.

The Operational Concept

This behavioral object includes not only the idea of the concept an individual has but also the behavioral patterns the individual has experienced, allowing the individual to categorize the actions in multiple ontological segments. It integrates the information included in the semantic and the episodic memory.

The Functional Concept

This behavioral object includes the operational concept an individual has but also the procedures an individual needs to follow to achieve specific results. It allows following the necessary actions focusing on the different patterns of the ontological segments. It integrates the data included in the semantic, episodic, and procedural memory.

The Essential Concept

This behavioral object includes the functional concept an individual has and also the capacity of dealing with the future based on the knowledge of the nature of what is happening in the present.

The essential concept integrates the semantic, episodic, and procedural memory with an extreme abstraction capacity that allows integrating the previous stages with the knowledge of the nature of the environment. It integrates the data associated with the concept itself and the data associated with the concept of the environment in which it is included.

Conclusion

Concepts are the behavioral objects that drive human conscious actions; the level of depth of these objects defines the actions that are driven. Buying arguments are conceptual objects that drive buying decisions. People need to have concepts to associate with the data they have in mind. Therefore, the use of concepts is basic in any adaptive process or learning activity. Knowing the concept people have in mind allows the development of selling arguments that match and complement buying arguments.