Imagine walking through the electronics store looking for a new coffee machine. Suddenly you hear a familiar melody echoing through the shopping corridors. It happens to be that one song you played over and over again back in high school. Overwhelmed by nostalgic feelings, you continue your search for that coffee machine and you notice two offers. One is the store's #1 best-selling coffee machine, while the other is a limited edition machine with unique features. What do you do? Will those nostalgic feelings affect your choice?
A new neuromarketing insight suggests that nostalgia undoubtedly affects the choices we make by influencing our tendency to either conform to or deviate from the group, which is moderated by the existing social ties between the consumer and others.
Are you curious to know which coffee machine you would prefer? Keep on reading!
When I was a student, I once had the honour of giving a presentation to the board of directors of a Fortune 500 company. In this presentation me and my project group proposed multiple recommendations in order to improve their communication efforts. This was one of my first big presentations, so naturally I was a bit nervous. This feeling caused me to refer to their communication efforts as “shit”. In all honesty, those communication efforts were certainly suboptimal, but my choice of words was even more so. I can still hear my group leader grunting loudly in the background when I think of it.
Have you ever been to a pub with the intention of doing just a few drinks and going home early, only to stay until closing time? A lot of people probably have. If you are one of them, have you ever wondered why you've indulged yourself much more than intended? There are several excuses you could tell yourself to justify staying longer than you should have. Maybe it was a really good night out and it would have been a shame to miss it. Maybe the DJ was playing your favorite music. Or maybe you're just bad at planning.
A less common excuse is the dim lighting in the pub. Few people will believe you if you tell them that your hangover is caused by the lighting in the pub. However, research has indicated that this may have a significant effect on your night out after all. It turns out that the amount of light does more than just setting the atmosphere.
Consider the following scenario. You are walking through your city on a Saturday afternoon, looking to buy a new shirt. All of a sudden, a retail store of an expensive high-end brand catches your eye, with several beautiful high-class shirts in the storefront. You’ve never bought anything from this brand, but you really like it’s style and designs.
Enthusiastically you check how much one shirt costs and are shocked to find that the price tag of one of these shirts almost equals your entire weekly paycheck. Would you be ready to pay this enormous amount of money for a shirt from a brand you’ve never owned anything from?
What does Snapple have in common with Perrier or 7up? Obviously, these companies all sell soft drinks, but there is another thing these brands have in common. All these three companies have changed their logo recently. Nothing special so far. Companies have to update their visual identity once in a while to keep up with the times.
The rainforests in South America are being inhabited by several species of brightly colored frogs. These frogs are often poisonous and the bright colors serve as a warning to predators not to eat these frogs, because otherwise they might become sick or worse. So in this case, the information that the color conveys is very important for the survival of both the frog and the potential predator. Colors are all around us. Every object you will ever see has color and this is therefore one of the most important visual cues we have. Color conveys a lot of important information about the world around us and some of this information has interesting implications for the design of your call to actions and products.