The art of convincing consumers to buy has become a science. Which is based on psychological studies, behavioral surveys, cutting-edge technologies:
colors, perfumes, tricks and strategies.
Journey into the maze of neuromarketing, the discipline that moves us to consume.
RTX9338PJS. The abbreviation is strange, the product even stranger: a spray can containing the aroma of bacon cheeseburgers. The same that sprayed abundantly in the ducts of fast food aeration makes you sell more hamburgers. While customers become intoxicated with what they believe to be a genuine barbecue smell and instead, without knowing it, they surrender to the last frontier of marketing: the sensory branding.
What is it about? In short, a series of strategies to which our consumer senses are subjected. In fast food and more.
In 2007, psychologist Eric Spangenberg for example discovered that spreading vanilla scent in a women's clothing store doubled sales. And the engineers of a well-known instant coffee company have worked overtime to make cans that release the maximum amount of perfume when the lid is opened. Easy? Not so much: in fact, the freeze-dried coffee of his smells a little. But we consumers should not know this. Just as it should escape us why the bread counter, in supermarkets, 9 times out of 10 is near the entrance (the smell of fresh bread stimulates our appetite and makes us perceive as fresh also products that are not) .
The color of money
And smell is not the only way to be targeted. Did you notice that the shell of the eggs over the years has become brown, since it was white? It is not a genetic mutation of hens, but again a found of marketing experts. The brown seems to recall bucolic sceneries, and sells more. And it goes better with the yellow of certain yolks, which is also not very casual: to get eggs like that, breeders know well, just give vitamins to the hens. But do you want to put the effect on the plate?
The book of secrets
These and other sensory deceptions are discussed in the book Neuromarketing (Apogeo editore). The author, Martin Lindstrom, is one of the world's greatest experts in commodity seduction. In 228 pages it reveals what drives us to buy one product rather than another and what strategies the big brands use to catch us. In fact, nothing in the world of global shopping is the result of chance, but rather of the work of persuaders who put us to the test every day with subtle and brilliant ideas.
The religion of the iPod
Of examples Lindstrom makes many. Some people like Apple focus on the religion effect, setting up stores like technological cathedrals and events according to a precise liturgy (do you remember Steve Jobs with the iPad in his hand, as if they were the tables of the law of Moses?). And who, like the designer Calvin Klein, advertises himself with erotic-shocking posters that aim straight at our sense of modesty. Although - surprisingly - explains Lindstrom is not the use of sex to attract our attention, perhaps we are tired of that, but the provocation itself. And the fact that we talk about it.
As laboratory guinea pigs
Some might think that these are urban legends, collected by a critic of the consumer society. It is not so.
|Neuromarketing. Brain activity and buying behavior|
by Martin Lindstrom
Buy on Focus Bookstore
Lindstrom knows all these things because he carries out consumer research himself on behalf of the big brands. Real experiments that, as recounted in Neuromarketing, even require the use of medical / scientific tools such as tac or MRI to find out what happens to our brain when we are in the presence of a product on the shelves of the supermarket or when we assist to a TV commercial.
So why write a book? The answer is given by Lindstrom himself in the introduction: "… the more companies will know our needs and our unconscious desires, the more useful the products they can put on the market will be." In short, marketing also has a soul.
Eugenio Spagnuolo, 8 March 2010