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 →

LOVE – Where it ends up in our brain…

According to the Lurija language processing model, a visual signal like the writing LOVE on the bag, covers a specific path within our brain that allows us to understand the word. The path has several steps and several areas in the brain are activated which work in an integrated way. Each area has neuronal networks... Continue Reading →

New product as new synapses

When we present a new product or brand, what goes on in our brain is a learning process. That is, new neuronal networks take shape and the conduction patterns within them are modified. Only if these conduction patterns persist, do we have memorization, which is the functional and anatomical change of a specific neuronal circuit.... Continue Reading →

From Product to Brain

  Our brain spends its whole existence in a dark and silent box, called skull. It receives information from a series of body sensors that describe what is happening in the world. Based on these data it then has to guess what their causes are, why and what that particular sound or color or scent... Continue Reading →

Tomorrow I’m going to run! Maybe…

  Dan Ariely's book, "Predictably Irrational", gives an important insight into our general tendency to always make not a logical and sensible decisions. Traditional economics bases all its analysis and actions on the premise that our decisions are the result of rationality. But in the experiments described in the book, in reality our behaviors are... Continue Reading →

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