I have to do so much!

A mental cost, it’s simple thought: "I have to do so much." It can occur in different situations, but obviously it becomes strategic when we are about to buy a product or service. They can be harmful for conversion because they increase the fatigue of the decision. When the total costs (money + mental energy) are... Continue Reading →

Limited Edition vs Best Seller

Researchers Wu, Laurie & Lee, Christopher of Temple University (Philadelphia) in their article (Defines of the Self-Improvement vs. Other-Purchase Behavior - 2016), define that the perceived uniqueness of a product, alter the perceived value of the product itself. Furthermore, they describe the effect "popularity for others". That expresses itself significantly when shopping for others. Think... Continue Reading →

Immune to bags under the eyes

Yoox takes us into science fiction with Yooxmirror. Interactive virtual dressing room, which through the app will help customers in their personal mix & match gaming between garments and accessories. The outfits created can be shared on social networks or saved on the Yoox Wishlist. The Daisy avatar guides the customers. Immune to bags under the eyes... Continue Reading →

The science of beautiful

Why do certain configurations of lines and colors and shapes stimulate us so much? In recent years, scientists have dedicated themselves to the concept of beauty by referring to evolutionary psychology and neuroscience. Numerous research has shown that a few simple parameters define an attractive face: normality, symmetry and hormone effects. The first factor, normality,... Continue Reading →

New CELINE: what A.I. thinks.

The change of CELINE, under the guidance of the new creative director Hedi Slimane has begun. Three strong signals highlight the beginning of the process: - New logo - Reset of the web channels   - Launch of a new product with a super celebrity: Lady Gaga (29.3 million followers on instagram). But what will... Continue Reading →

Testosterone and status

Luxury products play a fundamental role in social hierarchies. Thorstein Veblen in The Theory of the Leisure Class, defines these products: positional goods. Products that can describe their status and their social position. According to research published (2018) in Nature Communications, testosterone levels increase men's preference for status brands, compared to similar perceived but inferior quality... Continue Reading →

It’s not just a bag!

The fashion product, in contemporary society, represents an extension of the self. The dimensions that compose it are more complex; can be described through 4 dimensions: functional symbolic social emotional The goods we buy, such as a bag, represent a system of communication towards ourselves and others, which allows us to express our personality. The... Continue Reading →

Helps the purchase decision

For several years the purchase decision was studied and analyzed like a logical process. Guided by information and data. Actually, we know very well that it's not the right way. Our brain is influenced by many aspects and above all by our emotions. For example the prof. Damásio writes: "when we have to make a... Continue Reading →

To Buy Or Not To Buy…

Several economic theories argue that purchases depend on the preference and price assessment that the customer makes during the purchase decision. Many researches (Neural predictors of purchases, 2007), in the field of neuroscience, have used FMRI to analyze what happens in our brain during this phase of choice. The neuroimaging evidence suggests that: the preference... Continue Reading →

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