Using Lab Profile In Order To Find The Most Persuading Words To Access The Consumer’S Mind

Exploring the concept of correlating consumer inner mind processes with linguistics and determining the internal model of the world through the use of words, could provide an expansion of possibilities in the advertising industry. The instrument used in this research is called the LAB Profile (Language & Behavior Profile), which consists of 14 metaprograms that were transposed by Rodger Bailey to the business area, especially used in human resources and management. The aim of the research was to determine the magical words that would persuade consumers to make a buying decision using the words provided in the Lab Profile. The objectives of the research were to identify the influencing words for each metaprogram extracted from the previously mentioned instrument. In order to do that, the research was conducted in three stages: identifying the typologies of the sample population, identifying the preferred words from the Influencing Language, and testing the words by creating a set of messages for different companies, which will result in finding the magical words. Three semi-structured interviews were used for each stage. Throughout the research two contexts were taken into consideration, normal groceries shopping and Christmas shopping case, in order to prove whether or not the metaprograms are context related and how it influences the magical words.