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 →

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 →

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 →

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 →

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