iceberg principle

Related Overviews


'iceberg principle' can also refer to...


More Like This

Show all results sharing this subject:

  • Marketing


Show Summary Details

Quick Reference

A psychological concept that holds that, similar to the iceberg being 90% beneath the surface of the water, innate human desire is similarly hidden in the subconscious. These desires are not normally yielded by traditional marketing surveys and research, or even observation of current patterns. Therefore, marketers are always alert to the latent desires of consumers, whose deepest desires are unfulfilled.

Subjects: Marketing.

Reference entries

Users without a subscription are not able to see the full content. Please, subscribe or login to access all content.