We, human beings, are subject to a whole range of needs, emotions and motivations.
The Censydiam Model is there to understand better the mechanisms of human motivation.
It is easy to observe and measure the overt rationales consumers use to justify purchases.
As with an iceberg, however, the most powerful drivers of consumer satisfaction strategies lie beneath the surface.
Censydiam's model yields a powerful tool to harness the insights of depth psychology for effective marketing.
We can observe attitudes and emotions that are based on logical reason. There are, however, emotions and feelings, urges and needs we cannot so easily observe and are not even aware of.
Depth psychology has shown us that our inner world is the real driving force that steers our behaviour.
Although icebergs may reach an impressive height of 90 to 150 m (300 to 500 ft) above the ocean's surface, about 90 percent of the iceberg's mass is beneath the surface. Below the waterline, we find the feelings and emotions, the motivations, urges and needs we cannot see.
The iceberg may be a good and even literal example of the condition of the human mind, but it doen not tell us anything about its function.
Avicenna - and later Freud, Jung and Adler - have shown us that the hidden mass of the iceberg, our inner world, is the real driving force that steers our behaviour.