Behaviourism as a movement in psychology appeared in 1913 when John Broadus Watson published a classic article on it. He proposed that the process of classical conditioning (based on Pavlov’s observations) was able to explain all aspects of human psychology.

Everything from speech to emotional responses was simply a pattern of stimulus and response. Watson denied completely the existence of the mind or consciousness.

The basic theories of classical conditioning have equipped human beings with basic mental capabilities and faculties. We have learnt to write on paper, read from a book and even just listen/watch television.

The digital media revolution has clearly led to a change in human faculties and the classical theories have been questioned as well.

There are two distinct schools of thought on the implications of this change:

1.The first school of thought suggests the extension of the human mind as a result of online/digital media. With the advent of text messaging, we would rather write to individuals than speak, which will certainly be a change in our traditional capabilities.

As human beings did we ever imagine we would prefer to write to speaking? As a result, our cognitive abilities will change and evolve. This theory reflects an evolution of the human mind and senses, where even less active senses like the tactile become more active with touchscreens. Hence, a clear expansion and extension of the human mind.

2.The other theory suggests that concepts around digital amnesia and mind depletion. According to this theory, social alienation is the base of human performance.

Technology-free hours and time away from devices isn’t an option for many of us. It also suggests that there is decline in productivity because of over-dependence on devices and even cognitive, memory faculties are depleted since all is saved on your mobile devices.

A further extension of this could also lead to multiple personality disorders.

So where and how is the transition?

As marketers, we need to be cautious of assumptions. Assumptions which either indicate that traditional theories still work or assumptions which direct us in believing that it is an evolution.

Regarding advertising & communication:

The human being today still consumes new media with the traditional theories of cognition. There is still an element of attention — and eventually desire — when they witness new product advertising online.

The basic rule of creative magnifiers in advertising still holds true. There are theories that suggest that longer duration commercials work better because people spend more time online.

True, but there is a counter theory of lesser attention spans. The safe ground here is to ensure gradual shifts than sudden shifts in the way communication strategies have been designed.

Regarding shopper behaviour:

The need for product details and/ or consumer feedback is heightened with the free flow of communication and real-time ‘real’ consumer feedback. People still look for experiences and feedback.

There isn’t a live sales pitch from a sales consultant and there isn’t a live touch/feel for many brands, hence ‘virtual experiential marketing’ and consumer feedback is key.

The key here is to build online influencers, brand advocates and a ‘Wow’ experience, which will clearly establish desire.

In the Middle East, most marketers have the opportunity to be ahead of this change and lead it than follow. Consumers are still in the process of experiencing these shifts.

I am clearly inclined towards building and believing in the theory of the extension of mind and expansion of human faculties.

We should leverage on the emergence of the new faculties like tactile — touch and feel — which can help build new consumer experiences. While we human beings prefer to write more than we speak, how can marketing change to capitalise on this big shift?

In the collective societal setups around the Middle East, brands can enable more consumer exchange forums by establishing more human connections in the virtual world. And the brands will eventually build more advocates and followers.

A time may come when we don’t design strategies based on the number of ‘likes’ or ‘followers’, but more by building online communities and the quality of conversations within these communities.

It is time for change and we — the marketers — can lead this change.

The writer is Chairman - Global Firefly Board and Head of Firefly, Millward Brown – AMAP.