Neuroscience applied to the study of consumer behavior that implies: NEUROSCIENCE + MARKETING = NEUROMARKETING.
Conscious consumer thinking is just the tip of the iceberg that professionals and strategists can touch, touch, smell, touch and hear.
Today technology allows us to begin to understand what happens to us in the brain when making purchasing decisions, identifying with a brand or building loyalty with certain products. The analysis of consumer behavior is at the core of the marketing concept and direction. Consumers, with their purchasing decision makers, determine the sales and profits of the companies.
Neuromarketing is a new way of knowing the consumer and can be defined as an advanced discipline that investigates and studies the brain processes that explain people's behavior and decision-making, in this way we can say that as a science it far exceeds marketing traditional Kotler.
Most of the methods that continue to be implemented such as surveys, in-depth interviews and focus groups only provide information based solely on conscious reflection.
However, neuroscience as a science that studies the human brain, has shown that data-taking is not a rational process, consumers do not consciously examine the attributes of a product to acquire it. In most cases the selection process is derived from unconscious forces among which gravitate their own history, neurophysiological characteristics, and the social and physical context that surrounds them.
This is where neuroscience applied to marketing, since its methods can be used to understand and measure, without interference from the rational mind, the underlying responses of consumers to different stimuli.
Neuroscience is the discipline that studies the nervous system as a whole, in an interdisciplinary way, between physics, biology, and electrophysiology. Analyzes and explains the development, structure, function, pharmacology and pathology of the nervous system and how the different elements of the nervous system interact and give rise to behavior. Thus it helps to understand the origin and interrelation of functions such as thought, emotions and behaviors.
One of the main discovery of neuroscience is that 95% of the mental processes of the human being take place in his non-conscious mind and it is precisely there that the mechanisms that determine his decisions reside.
Neuromarketing studies the functioning of the brain in consumer purchasing decisions.
Recent advances in neuroimaging have allowed researchers to look inside our brains and study several of the functions associated with it, such as: emotion, language, learning, memory, perception, movement, sensation, thinking, among others.
It is unquestionable that both marketing and advertising decisions are increasingly scientific and are based on research methods that involve Neuroscience. We are gradually getting inside the consumer's brain. Today it is already possible to measure the movement of the brain and the emotions that help us to understand more and more how the human mind works. Precisely, neurosciencehas shown that everything we humans do is filtered first by our emotions, that is, what we see and pay attention to is filtered by our emotional state. People like to feel emotions, since emotion creates a chemical change in the brain and alters the rate at which neurons interconnect; this is how people remember those connections.
Emotions cause a boost in human behavior and it is for this reason that marketing incorporates emotional messages in advertising, to sell products more quickly. An emotion is an interpretation of an event and what we feel is the response to that emotion. Emotions control our thoughts and therefore our Behavior. They also affect our body and therefore our health. The main emotions used in marketing are: love, boredom, fear, happiness, anguish, appreciation, self-confidence, compassion, guilt, jealousy, confusion, depression, envy, hope, enthusiasm, frustration, optimism, patience, shyness, sadness, courage, etc.
OBJECTIVES OF NEUROMARKETING
- Knowing how the nervous system translates the enormous amount of stimuli to which an individual is exposed to the language of the brain Predicting consumer behavior after studying the mind, allowing the selection of the prototype media format and the development of communication that people remember better. Develop all aspects of marketing: communications, product, prices, branding, positioning, strategic planning, channels, among others. Understand and satisfy, better and better, the needs and expectations of customers.
IMPORTANCE OF NEUROMARKETING
The importance of neuromarketing lies precisely in the possibility of understanding what happens in the mind of the consumer at the time of making a purchase. Read the mind of the consumer, to know their desires, what motivates them to assume, the best decision making when buying or consuming a product or service.
Visual: It is based on the sense of sight and how we perceive things through our eyes. It has been shown that images reach the brain much faster and the message to be transmitted is received much more efficiently.
Auditory: It focuses on what we hear and how a perception of the world is generated through the ear. This organ allows us to be aware of our position in space and our movements, to control our sense of balance, to carry out coordinated movements, to recognize objects and people that are out of our visual field and to build a store of memories.
Kinesthetic: It is used through the senses of touch, taste and smell. Touch is more used by the female gender since it goes more with the communication language of this gender. On the other hand, the sense of taste is related to thermal, tactile and olfactory sensations. The brain works together with the tongue to taste food, to recognize a taste the brain needs information about what smell and the tongue receive through different nerves.
NEUROMARKETING POSITIONS
- Learning from your own manifestation Uses scientific technology Promote analysis Understand consumer reaction Conduct brand surveys There are opportunities and benefits You have to have aspirations, accept frustrations, you have to react with impulses and emotions We have to Mastering the emotional part. We have to condition the decisions that appear in the market. We have to gain experience and legitimacy. Customer relationships. Have a lot of creativity to impact customers. Neuromarketing values our thinking, feelings, behaviors and decisions. Evaluates recognitions, analyzes risks and calculates probabilities, insures investment or purchase, among others.
By nature we live a life full of questions that has prompted us to study each existing element, including the reason for our behavior, hence the neuroscience that has been in charge of looking for arguments about the behavior of the brain. A science that has been integrated into the world of marketing, since companies have recognized that asking the customer is not an option, especially when the consumer does the opposite of what he says; a reason that it is difficult for companies to meet their expectations.
When Neuromarketing emerged as a key practice to understand consumer behavior. Knowing the actions at the time of purchase and identifying and satisfying the needs and expectations of customers, has been a step in the development of infallible marketing techniques and strategies that have been applied by brands that have obtained great success.
NEUROMARKETING TECHNIQUES AIMED AT THE CONSUMER
I. DEFINITION
Neuromarketing is the practice of using technology to measure brain activity in consumers to use that information in product development and communications.
It can also be described as a series of scientific procedures used in marketing that study consumer behavior and motivations.
Applying Neuromarketing to products, services and the image of a company, it is sought to achieve a greater volume of sales, generate positive and lasting emotions in consumers, and strengthen the link between them and the brand itself.
The bond with a certain brand develops on a rational, emotional and instinctive level. Neuromarketing rests on these three pillars, which will ultimately unravel consumer emotions and responses at a subconscious level, which they would never recognize in any test-based study. Knowing that 85% of the purchase decisions we make occur at this level, Neuromarketing takes on a capital relevance when investigating the reasons why a person will make the purchase decision.
What does Neuromarketing measure?
It measures brain waves, attending to three components: attention, emotion and memory. These three variables will help us analyze the effectiveness of the advertisement or communication.
Attention is the easiest to capture in an ad.
The emotion goes up and down permanently and that is good, because if the emotion is very high for a long time it can cause exhaustion, which would cause the person to tire of the ad.
Memory is the hardest component to capture. If in the Tests it is increased at the end of the message, that is where we must show our brand, since it is where a greater memory is produced. However, it is important to note that remembering an ad does not imply that a purchase will be made.
The techniques applied in neuromarketing can be classified into two large groups: physiological techniques and neurological techniques.
A. PHYSIOLOGICAL TECHNIQUES
Also known as biometric measurements, they try to know the reactions of the person through the study and evaluation of different signals of the body. The main ones are the following:
1) EYE TRACKING
Eye Tracking (Ocular Monitoring in Spanish), is a study technique related to Neuromarketing, which extracts information from the consumer by analyzing their eye movements, distinguishing the points where the gaze is concentrated and where the visual stimulus is omitted, all this through from a tool called Eye Tracker.
The eyetracker is the tool with which this action is carried out and consists of a special monitor that launches infrared rays into the eyes of the person who is looking at the image subject to analysis. The direction these rays follow go from the wearer's pupil to the device, thus making it possible to accurately calculate where he is looking.
The information collected by the visual tracking systems can help us to know the visual paths of the subjects and create maps that indicate the “hot” spots in the image, that is, the places where the eye lingers for the longest time. They can also indicate the trajectories they follow and the order in which the elements are examined (visual tours of the advertising original).
As measured?
There are two types of devices that can be applied to perform this Neuromarketing technique:
- Mobile Eye-Tracking: this technology presented in glasses format, offers information on which direction the user is looking in a physical and virtual environment. Hence, it is common to use it in spaces such as points of sale or to know the visual journey in an application. Its design facilitates the mobility of the user and offers naturalness in the behavior of the visualization. Fixed Eye-Tracking: The screen bars are another of the Eye-Tracking modes. They monitor user activity in different areas of action such as: browsing on tablets and mobile devices, analyzing pages in the digital environment or interaction on video game screens.
Questions such as:
- Where is the consumer looking continuously? What is catching their attention and what was calling them a moment ago? What are the consumer's intentions? What is their state of mind? (In combination with techniques such as GSR or EEG). Where should the content of value for the consumer be placed. Do visual cues lead effectively to the consumer? Ability of the consumer to locate the information they need. Elements that "suck" all attention.
Advantages and disadvantages
Advantage:
- Adaptable to multiple environments: it can be used for both passive tasks (viewing a television spot) and active tasks (evaluating the position of products on the shopping shelf while walking through the supermarket).Combinable with other devices: it is a focused system in sight and does not compete in space with EEG, GSR or electrocardiogram. Provides unique information on attention and visual routes: an Eye Tracking study is able to collect the visualization routes and points that arouse interest. Disadvantages Need to combine it with other neuromarketing techniques: Eye Tracking does not provide information on emotional valence and presents some ambiguity when determining certain cognitive processes. To contextualize the results, it must be complemented with other neuromarketing techniques.Differences in precision according to the type of study: depending on the degree of movement of the subject involved in the study, the quality of the information and the danger of decalibration will vary. To overcome this problem, different types of eye-tracker are usually used, each adapted to different study needs.
ELECTROMIOGRAPHY (EMG)
Electromyography or EMG is a medical technique that consists of the application of small low-voltage electrodes in the form of needles in the muscular territory that you want to study to measure the response and connectivity between the different electrodes. EMG measures electrical activity generated by muscles, especially the superciliary muscle (Corrugator supercili) and the zygomaticus muscle (Zygomaticus) or the smile muscle.
Neuromarketing application:
In neuromarketing, electromyography is used to record facial micro-expressions that are directly connected with emotional states (facial electromyography). When we are subjected to a stimulus (for example a television commercial), the muscles of our face move involuntarily in reaction to what we are seeing. It is the equivalent of smiling in response to what we are seeing, although some of those expressions are very short-lived and difficult to detect with the naked eye.
What does it measure?
It basically measures the attraction or rejection of the subject towards what he sees, be it an advertising campaign, a film, a still image or a text.
Electromyography (EMG) can be a powerful indicator of positive or negative valence of reaction to stimuli (i.e., like or dislike), especially for visual, auditory, olfactory, and gustatory stimuli.
HEART RATE AND BREATHING
Study the heart rate and depth of breathing. The heartbeat speed and the speed of breathing decrease as attention increases. However, they are increased by the excitement caused by a given stimulus. This sensor allows you to measure the heart and respiratory rates at the same time, with this you can measure stress and sighs.
- Physical response before stimuli.
Do you sigh at a commercial? You breathe faster when something turns you on, or slower when you're more focused.
Heart palpitations are used by neuromarketing to collect information on the attention that the individual generates towards a stimulus and their emotions of rejection or interest.
GALVANIC SKIN RESPONSE (GSR)
Our emotions, positive (happiness, euphoria…) or negative (anger, hatred…) cause changes in the electrical resistance of our skin. This is known as galvanic skin response or conductance and is the cornerstone of the famous polygraph or lie detector.
For neuromarketing, the information provided by this kind of technology is useful to know the response of the study subject to the stimuli that are presented to him.
The conductance of the skin is an excellent measure of activation / stimulation, but it does not offer us information about the direction or valence of the emotion (if it is positive or negative). Therefore, normally the galvanic response can be used to know that there is an emotional activation but other techniques are necessary to determine if it is desire, fear, anger…
B. TECHNIQUES OF NEUROLOGICAL MEASURES
Techniques based on the measurement of brain activity. None of them present conclusive results when used in isolation; the appropriate thing is the combination of several of them and a very precise study of the results.
These are more expensive and complex measures than physiological ones, the following should be highlighted:
1) MAGNETOENCEPHALOGRAPHY
Magnetoencephalography (MEG) is a non-invasive medical test that measures the magnetic fields produced by electrical currents in your brain. It is done to map brain function and to identify the exact location of the source of the epileptic seizures.
Functioning
The capacity of the MEG, both in analysis and organization of the information received, is so great that it allows assessing brain activity in milliseconds and organizing functional brain maps with
delimitation of the brain structure in space of small centimeters, and even cubic millimeters. This makes it possible to generate functional maps of brain activity capable of being organized and represented temporally and spatially.
Magnetoencephalography is a non-invasive medical test that uses a superconducting quantum interference device (SQUID) and a computer to measure ferromagnetic activity inside the brain.
MEG detects, records, and analyzes the magnetic fields produced by electrical currents in the brain. The distribution of these magnetic fields is superimposed on an anatomical image of the brain to help identify the source of the activity in the brain.
An MEG study is a direct measurement of brain function, and the most advanced method of recording and evaluating the brain while it is actively functioning.
Advantage
- Non-invasive technique One of the advantages offered by magnetoencephalography is that it is a non-invasive technique for those who undergo it.
What professionals see through this technique are oscillations of the magnetic field that are the reflection of the flows of electrical current that are in the brain. Although it is very useful to see pathological brain changes, it also serves to study normal aging processes, according to experts.
Clinical applications
The MEG is used to identify or map:
- Functional areas of the brain, including sensory and motor centers, and language and memory activities. The precise location of the source of epileptic seizures.
MEG creates a map of the brain that is useful for preoperative planning and treatment of individuals with epilepsy, and for removing a brain tumor or other lesion from patients who are undergoing surgery. MEG is also used as a research tool to help scientists better understand the function of the human brain and to study neurological and psychiatric disorders.
Benefits and risks
Benefits
- MEG is a non-invasive imaging technique that does not involve exposure to ionizing radiation. MEG is a highly accurate, real-time study of brain activity. MEG improves surgical outcomes in epileptic patients.
Risks
- MEG does not present any risk to the common patient, as long as the corresponding safety regulations are observed.
Limitations
Patients need to be relatively still during an MEG. Patients with a vagus nerve stimulator (VNS), pacemaker, or similar devices may not be eligible for an MEG study.
2) ELECTROENCEPHALOGRAPHY
Electroencephalography is one of the neuroscience techniques that neuromarketing uses most frequently, especially due to its low cost compared to brain imaging systems.
The coordinated activity of thousands of neurons produces potential differences in the scalp that can be recorded using electrodes in conjunction with signal amplifiers. That is, by placing a series of electrodes distributed over the head, we can get an idea of in which areas of our brain the most activity is taking place.
Functioning
EEG that takes data from the scalp is a silent, non-invasive technique that is sensitive to neuronal activity. Its temporal resolution is determined by the hardware, but it typically measures voltage every 1 to 3 milliseconds. This assumes a good temporal resolution. However, EEG has a very limited spatial resolution (to the number of electrodes) and does not provide reliable data from the innermost parts of the brain.
Advantage
The main advantage of EEG is cost, since it is only a moderately expensive technique that can be used relatively easily. On the other hand, the EEG offers freedom of movement to the subject, since it can move in a room and interact
Clinical applications
Neurons communicate with each other by producing small electrical signals, called impulses. An EEG measures this activity. It can be used to diagnose or monitor the following conditions:
- Seizures and epilepsy Abnormal changes in body chemistry that affect the brain Brain diseases such as Alzheimer's disease Confusion Fainting spells or periods of memory loss that cannot be explained otherwise Head injuries Infections Tumors
The EEG is also used to:
- Assess problems with sleep (sleep disorders) Monitor the brain during brain surgery
3) FUNCTIONAL MAGNETIC RESONANCE
MRIs are a safe and painless test that uses a magnetic field and radio waves to obtain detailed images of organs and structures in the body. Radiation is not used in magnetic resonance imaging and this is one of the differences it has with computed tomography. The MRI machine is made up of a large ring-shaped magnet that usually has a tunnel in the center. Patients are placed on a stretcher that slides into the tunnel. In some centers, MRI machines are open, meaning they have larger openings and are very useful for patients suffering from claustrophobia. MRI machines are found in hospitals and radiology centers.
Functioning
In the course of the examination, radio waves manipulate the magnetic position of atoms in the body, an antenna detects the wave and is sent to a computer. The computer performs millions of calculations producing clear, black and white cross-sectional images of some part of the body. Images that can then be converted into three-dimensional (3D) photos of the analyzed area. Through this technique it is possible to visualize the affected place.
Clinical applications
MRIs are used to detect a variety of conditions, including problems of the brain, spinal cord, skeleton, chest, lungs, abdomen, pelvis, wrists, hands, ankles, and the feet. In some cases, it provides clear images of parts of the body that cannot be seen as clearly with X-rays, CT scans, or ultrasound. This makes it an extremely valuable tool for diagnosing problems with the eyes, ears, heart, and circulatory system.
The ability of MRI to highlight contrasts in soft tissues makes it very useful in deciphering problems in the joints, cartilage, ligaments and tendons. MRI can also be used to identify infections and inflammatory conditions, or to rule out problems such as tumors.
C. OTHER INTERNAL TECHNIQUES
- BIOSENSORS:
It is a ring that monitors the level of sweating on the skin and the heartbeat. That is, the heart rate, the volume of the blood pulse, respiration, the conductivity of the skin and its temperature, which are some of the main resources that are taken into account when discerning a person's emotions.
- IMPLIED ASSOCIATIONS:
They are used to measure the affinity or preference of a consumer towards a certain brand, or perceives one brand in relation to another, how closely associated a brand is to certain emotional impulses, or what attributes differentiates it from the others so that a consumer decides to prefer it These tools allow the development of different market research methodologies that ultimately seek to get closer to the customer, and to understand in an objective way how the subconscious reacts to the different stimuli present in the market. It allows companies to reduce the margin of error before any marketing campaign they want to launch, and beyond that,generate the positive emotional links that any brand seeks to establish that can identify with its consumers and that will ultimately result in the buy-back and loyalty so desired by any company
3) RECOGNITION SOFTWARE
It is a software that identifies, through a webcam, facial expressions while the person is subjected to different commercial stimuli and creates a “dynamic map” of the face paying special attention to some areas and muscles of the face and detecting micro expressions.
Importance:
If more companies took into account the importance that a consumer's facial expressions could:
- Understand their buying behavior More effective marketing strategies could be designed to improve the distribution of products in the store itself Reduce the costs of erroneous or poorly formulated advertising campaigns that did not take this facial information into account, which would mean an improvement in resources “Through this tool we can really know what the customer likes and in the end, what they are going to buy or not buy”, it allows “to identify points that are not coherent between what the person is saying and what you are feeling. ”Products would be manufactured that consumers really want, need or would be willing to buy.
4) GALVANIC RESPONSE MEASUREMENTS
The GSR is a measurable phenomenon from the monitoring of changes in the electrical conductivity of the skin. The GSR level is directly linked to the rosebush level or emotional intensity.
What is the scientific basis for the GSR?
We get goose bumps when we feel fear or red when we experience shame. It is clear: the emotional response of the brain has a physiological manifestation in our skin. This impact is a consequence of the sympathetic nervous system -the one of flight or fight- which triggers a series of physiological reactions in various parts of the body that adjust the organism to the needs of the situation.
In the case of the skin, the emotional reaction is reflected in the degree of activation-perspiration of the eccrine sweat glands. The more perspiration, the greater the emotional intensity and vice versa. Said perspiration varies the hydration of the skin. Water is a good conductor of electricity, therefore, with the sensors of a GSR device placed on the surface of the skin, it is possible to record the emotional variations experienced by a subject when faced with an external stimulus. How does a GSR device work?
The process that brings the skin activity to the results sheet in the following:
- A device with two sensors or electrodes is placed on the hand or foot. The reason? They are the parts of the body with the highest density of endocrine sweat glands and where, therefore, the changes in conductivity are best recorded.Once the subject has been instrumented, a tiny electrical charge is passed between the two electrodes to capture the level of conductivity. it is sent and modeled by software that reflects evolution on a time-voltage scale. The higher the voltage, the higher the conductivity - and the higher arousal.
ADVANTAGES AND DISADVANTAGES:
The measurement of the Galvanic Response of the Skin has positive aspects. GSR devices are portable, comfortable to wear and can be used for market research in various branches of marketing.
However, the GSR has a great disadvantage: it does not provide information on emotional valence. That is, you cannot determine whether the emotion is positive or negative. By only providing information about the arousal, it is highly advisable to combine it with other techniques such as EEG or electrocardiogram.
NEUROMARKETING TECHNIQUES AIMED AT THE CONSUMER AND APPLIED IN SUPERMARKETS.
I. INTRODUCTION
Supermarkets are sites specialized in selling us more than we need. There are very few times that you leave one of them with only those products that you had planned to buy. According to experts, almost 55 percent of the products we choose at the time of purchase. This figure just means that no matter how much you plan your purchases, you will always end up carrying a product that you had not planned to buy. The question is, how do supermarkets achieve this effect?
The answer to this question seems to lie in the power of these businesses to exercise control over our purchasing decisions, and this power is achieved thanks to various techniques and tricks.
II. CONCEPT
The so-called neuromarketing techniques aimed at the consumer, already applied in supermarkets, are none other than neuromarketing techniques but this time developed in a different channel such as supermarkets. Neuromarketing has come to the supermarket to seduce you and encourage you to buy.
III. TYPES OF TECHNIQUES
- Shopping carts
If you thought that the objective of this invention was to make your life easier, then you are wrong. If you are going to buy just a couple of products and find a cart to transport them, rest assured that it is very easy to be tempted to add more items to your shopping list. But that is not all; Experts say that shopping carts are generally designed to deviate slightly to the left, forcing you to hold them with your left hand, in this way your right hand is free to reach more products comfortably. Yes, the cart tends to go to the left. So your left hand will be waiting to guide it, while your right hand is available to take the products.
- Captivate the smell
Scent marketing can boost a business's sales by 30-40%. Supermarkets know this well enough, that's why we see ovens with food installed in the busiest places. The smell of bread cannot be absent, as it has been shown that this smell whets our appetite and we usually buy more when we are hungry.
Some businesses also take advantage of air conditioning to flood us with various odors that have an effect on our purchasing behavior.
- Put away commodities
The basic products are 'hidden' in remote places. The objective is to make it difficult for you to access those essential products, in this way you will have to go around the premises more and increase the chances that you will take some items on the way, that is, at first glance there will be those products that are sold the least, to that you see them more and take them away. In terms of marketing, a business has two areas:
- Cold Zone: These are those areas whose sales are below average. Here we usually find the most purchased items, generally they are basic products or basic necessities.Hot Zone: They are the places with the easiest access and the greatest visibility. The least purchased products are placed here.
Locate the most expensive brands at the level of our eyes It has been shown that just putting a product at eye level that was at foot level can achieve up to an 80% increase in sales of that product. This is the reason why the most expensive or the most profitable brands of certain items are always located at eye level. It is easier to take what you have on hand. Expensive products are at hand. The most expensive brands will be visible to your eyes, the white brands above or below.
- Music
Large stores try to manipulate our movements through music. When the place is full, a musical rhythm is used that favors quick purchases. Otherwise, at times of low influx, quiet, soft and slow music is used in order to prolong the stay of consumers. On average, a person spends 55 minutes in the supermarket.
In the book "Brainwashing Brands", by neuromarketing expert Martin Lindstrom, I read that our musical tastes are developed from the womb and big companies are now trying to build loyalty to their future customers through music. The idea is to create a pleasant sensation in pregnant women; When your children are born and raised, you will experience the same feeling in the company's establishments.
- Psychological Prices
It is no coincidence that prices always end in 5.7 or 9, as these numbers tend to attract more consumer attention, make comparisons difficult, and psychologically create the perception of being cheaper than round prices. We all know that 9.99 is better than 10. It is a penny but our mind sees it with better eyes and we think of offers.
- Forcing ourselves to stop constantly
The designs of large surfaces are prepared to constantly interrupt our walk, in this way every time we stop we end up staring at a product or promotional poster. Once again we will end up reviewing and comparing items that we had not planned to carry. Human beings have a right orientation. That is why the distribution of supermarkets is oriented counterclockwise. It makes our mind more clumsy and we have to stop more.
- Messy products
Seeing piles of items in disarray and stacked will unconsciously give us the feeling that these are cheaper, although they really are not. This technique is used by so-called "opportunity stores", and they give them good results since Isn't it great to find yourself with a cluttered shelf, as if they were one? Clutter, whether in baskets or on shelves, leads us to think that they are cheaper products.
- Product gondolas
Large companies usually pay to have prominent spaces in a supermarket and in this way convey the feeling of value, so we see that companies like Coca Cola have physical spaces reserved for them. The result of this strategy is to boost sales and also increase the perception of value among consumers; many of them will pay more for the image than for the product itself.
We can also mention here the obstacles or calls for attention that make customers stop, since on your tour of the supermarket there will be islands (obstacles) and objects that will force you to stop. And when you stop what do you see? Great products to buy.
- The lighting
And finally another strategy created to fool our eyes. The lights are used in the perishable food sections seeking to give a perception of freshness. Fluorescent lights are generally used in different shades depending on the objective. Light is also used in order to give a sense of elegance or value to certain products. It is a trick that cannot be missed according to the experts.
- The queue of the boxes
When we are near the boxes, we pick up speed. And also our mind. That is why there are a lot of products ready for us to buy on impulse.
BIBLIOGRAPHY
- BRAIDOT, NESTOR. "Neuromarketing in action". (2013). Second edition. Granica Publishing House. Mexico.
- BRAIDOT, NESTOR. "Neuromarketing: neuroeconomics and business". (2006). Second edition. Editorial Puerto Norte-Sur. Mexico.BRAIDOT, NESTOR. "Neurosales". (2013). Third edition. Granica Publishing House. Buenos Aires.
- MORIN, CHRISTOPHE. "Neuromarketing: the nerve of the sale". (2007). Second edition. Editorial UOC. Spain.
- KOTLER, P., PHILIP, J. & GARY. A. (2007). Marketing Principles, version for Latin America. (11th ed.). Mexico: Pearson Education GREGORY S. BERNS (2011). A neural predictor of cultural popularity. Journal of Consumer Psychology. Capriotti, Paul. (2009).Corporate Branding.Chile: Andreus.Braidot, N. (2005) “Neuromarketing and neuroscience and business”. Ed Puerto Norte.Goleman, D. (1995). Emotional intelligence. New York: Bantam Books.
