A very interesting reading from G.Zaltman.

Zaltman he is a leading thinker around what influences consumer behaviors. He puts into light what he thinks are key drivers of consumer behaviors regardless of cultures and borders.

These drivers are the perception of balance (justice, equilibrium), the feelings of transformation (changes in substance and circumstances), the impressions of embarking on a Journey (Meeting of past, present and future), the perceptions of Containment (inclusiong, exclusion and other perceptions of boundaries), the perceptions of being Connected (to oneself and to others), the available Resources (acquisitions and their consequences), as well the sense of control (Mastery, Vulnerability and Well-Being).
I strongly recommend this book to anyone who is marketing innovation and technology. Zaltman is certainly touching something interesting here, even though he is not giving us direct keys into practical marketing actions.

It is a good insight and its learnings can for example be used in ad testing and in any experiential marketing brief to drive key perceptions.