The Latest Neuromarketing Insights made actionable

Can You Sell Me This Pen? Improve Your Selling Skills with the Psychology of Nonverbal Expressiveness

You walk into a clothing store and two salespeople approach you.
The first stands stiffly upright, speaks in a flat monotone, and keeps his arms at his sides.
The second smiles naturally, uses hand gestures while showing different pieces, and varies her tone of voice as she talks about the new collection.

Which salesperson leaves a stronger impression? 

Research by Sandra Pauser and Udo Wagner suggests that customers tend to perceive expressive salespeople as more charismatic and persuasive. Even subtle differences in facial expressions, body language, and vocal delivery can shape how customers experience a sales interaction.

Overstimulating your customers' brains is the last thing you want to do, yet in the pursuit of an engaging pop-up experience, it happens all the time. What does this actually feel like?

Picture yourself standing in the middle of Times Square. Giant screens flash blinding ads from every angle. Car horns, pounding music, and street noise fight for your attention, while the smell of a pretzel cart clashes with city exhaust. With hundreds of people moving in every direction, your brain simply hits a wall. Without consciously deciding to, you shut down and stop engaging.

Believe it or not, your carefully curated pop-up store might be triggering that exact same reaction. When too many sights, sounds, and smells compete at once, it creates a neurological bottleneck. Your brain loses the ability to filter the incoming data. This is sensory overload, and the worst part is, you probably don't even realize you're causing it.

The Paradox of Choice: Is Less Always Better?

You might be familiar with the famous "jam study," which suggested that offering fewer choices leads to more sales. However, in the world of horticulture, the brain works differently.

Imagine walking through a garden center and spotting two tables of identical houseplants (a "single-genus" display). Table A is overflowing with twenty-four plants, while Table B is nearly empty with only six. At a regular price, you are far more likely to choose from the full table. Research by Li et al. (2025) using eye-tracking technology with participant surveys indicates that at a regular price, purchase intention increases as the display size and complexity grow. Participants in the study immediately associated the fuller table with a higher standard of quality.

However, this dynamic shifts completely the moment a discount sign appears. In that case, the size of the display stops mattering to the brain; the likelihood to buy remains stable whether there are six or twenty-four plants on the table.

Your brain forms preferences before you realize it 

Imagine scrolling through Instagram. One post shows a sleek glass skyscraper. Another shows an ancient temple garden surrounded by traditional architecture. Which one makes you pause? 

Conventional marketing assumptions suggest Generation Z prefers modern, urban, and technologically advanced imagery. However, neuroscience research tells a different story. 

Cheng et al., measured brain activity of Generation Z participants using Event-Related Potential (ERP) technology, traditional and spiritual heritage landscapes triggered significantly stronger neural responses than modern urban environments. Religious and folk heritage sites produced higher P200 responses, indicating stronger early attention capture within the first 200 milliseconds. They also generated larger Late Positive Potential (LPP) signals, reflecting deeper emotional engagement. Neural measurements show that emotional engagement develops much earlier in the decision-making process.

Imagine this: You’re scrolling through travel photos online. A bright coastal landscape catches your eye. You pause for a moment, zoom in, and look again. But when it’s time to choose your next trip, you pick somewhere else entirely. This small contradiction happens more often than marketers think.

A recent neuromarketing eye-tracking study from Rùben Pinhal and colleagues explored how people visually engage with destination images.