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 →

Objectification on social media

The importance acquired by the social networks and by the word-of-mouth on influencing the choices of the fashion market is reported and discussed on the various researches and reports. At the same time, using a Jung’s term, all of this has a shadow. The revolution and the power of new media carries some aspects, somehow... Continue Reading →

Brand personality :-) :-(

If we want to talk about archetypes, first we must talk about C.G. Jung. Swiss psychiatrist, who described the human psyche through three components: ego (conscious mind) personal unconscious (unconscious mind, which contains memories removed) collective unconscious (unconscious mind, psychological inheritance) According to Jung, the archetypes represent universal patterns and images that are part of... Continue Reading →

I Am With You

In the contemporary era, consumers use brands to highlight their knowledge of culture, trend or style. But at the same time brands can also be used to communicate membership or exclusion from reference groups. Belonging to a group is a fundamental need, demonstrated by various researches and theories. People use products and brands to create... Continue Reading →

I Want It!

When we see a product that we want, interesting biochemical variations occur in our brain. The same when we fall in love, we get excited for a movie or enjoy a splendid view. Dopamine is involved in that, but its main function is to maintain motivation and promote learning. However, dopamine is not considered a... Continue Reading →

Buying’s perfume

An interesting research, Premium Scenting together with Walnut Unlimited, have highlighted how the perfume increases significantly the involvement of consumers in the experiences of 38%, at a statistically significant level of 99%. In simpler words, the scent amplifies an experience. Not all in the same way but surely the data describes a very interesting scenario... Continue Reading →

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