Current Topic: Conversion

American researchers did some pioneering research that sheds new light on your choice of supermarket. They studied the influence of warmth perceptions of colours.

Discover how to improve sales by applying the right discounts for the right products.

I Love cooking!

I literally spend hours in the kitchen every weekend preparing meals for my wife and kids;
and there is nothing more rewarding than watching them enjoy the meal so much that they ask for more.

I am not a chef, but there is one essential thing in cooking: high quality ingredients are necessary to bring out the authentic flavours of any dish.

So, what does my cooking have to do with neuromarketing? Well, everything!
More than the cooking itself; the connection lies in how my wife and I shop and pick items when we want to prepare a meal.

Economic theory predicts that people’s spending activities do not vary with environmental conditions, such as seasons and weather-related factors. As neuromarketers, we know better than that. It’s hardly surprising we all pay more for ice cream during the summer and the sales of ice cold beers skyrocket when there’s more sunlight. The price dynamics of these nondurable goods make economic sense in the light of increasing demand. However, you wouldn’t expect to find such patterns in durable goods like art, but that’s not what science discovered…

We’ve all heard it before: “buy this car and have the luxury life you always wanted”. Usually, advertising sketches a utopia; an idealistic world. This form of marketing, where a certain product offers the key to the life you always wanted, is known as aspirational marketing.

This form of advertising builds on the principle of cognitive consistency theory, which claims that a fit between one’s self-concept and an identity-enhancing brand or product category leads to greater attraction.