The current sales, say, break records even in a crisis. But where is the switch from the "want it"? Why do not we turn it off and makes us better off each time? Neuroscientists have searched the keys in our brain and have found real oil ...
The winter sales are already presented as those in the midst of crisis, could break records for attendance and sales. And all thanks to the prices look set to reach record lows, with discounts of up to 70 percent.
Pero no sólo el precio influye a la hora de comprar. Los científicos cada vez están más seguros que nuestro cerebro también juega un gran papel. Pero, ¿cuál? ¿Por qué alguien compra lo que compra? ¿Son todas sus decisiones lúcidas y conscientes? Los expertos creen que no y por eso, a la par que el neuromarketing, se ha desarrollado a gran velocidad la shopology, la ciencia del shopping, que estudia tanto el cerebro de los consumidores, para entender sus comportamiento e impulsos en el instante de comprar, como el papel que juega la ambientación de las tiendas en nuestras decisiones.
Los expertos calculan que cerca de 6.000 mensajes publicitarios llegan cada día a un ciudadano europeo medio. Por eso es tan importante para las marcas conocer a fondo los anhelos, sueños y sentimientos que influyen en comprar o no un objeto, desvelar uno de los últimos secretos que los psicólogos, neurocientíficos, anunciantes y profesionales del marketing buscan en el cerebro humano: ¿dónde se encuentra el interruptor del «quiero eso»? ¿De qué forma se convierten los stilettos de suela roja de Louboutin en objeto de deseo para las mujeres? ¿Por qué de repente millones de personas quieren un iPad? ¿Qué es eso de sentir felicidad en Ikea? ¿Es el ser humano, ese Homo Sconomicus del que tanto hablan los economistas, un animal que se conduce de acuerdo con la razón?
"No," says Paco Underhill, the American legend of research into consumption. "No" behavioral economists also respond as Dan Ariely of Duke University. "No, no and no, experts agree.
The institute Dr. Elger, Bonn, has studied, among other things, how the Dove advertising, brand known for using amateur models, women with curves and flaws. All volunteers stated that they looked funny ads, positive, different. However, it was observed that did not provoke any reaction in their brains. The brain fireworks began just before the advertising supermodels classic.
But this is only the beginning. Scientists have gone deeper and deeper in the minds of consumers ... and found that the most successful products activate the same brain regions that religious feelings.
Dane Martin Lindstrom, dedicated to the brand consultancy, has conducted interviews with representatives of all major world religions. His intention: to know what pillars resting on their respective beliefs. At the end of ten columns identified apply to all religions. These include symbols, secrets, a worldview, a story handed down from generations ago, be an antagonist and a growing community of faithful.
points are "extremely similar to the essence of a cult brand," says Lindstrom. Large trademarks care as their founding myths and its secrets. There is more to think about the recipe for coca-cola or legends that surround the founders of computer brands like Microsoft. Their logos represent entire worlds: the shell of Shell or Apple's apple or Google multicolored letters. Prada's flagship store in New York is not so much a boutique as a temple, fashion presented as a sacred object.
consumption has almost become a global religion. The "shoppismo" it could be called, promises quick and superficial rewards. Even provides identity: I am Mercedes or BMW, Aldi or Lidl, Gucci, Prada, Puma or Adidas, Tchibo and Starbucks, Zegna and Hugo Boss?
Martin Lindstrom advises companies like McDonald's and Porsche, but also royal dynasties and famous, how to manage and care for their brands and images. And especially since he managed to raise seven million dollars for various companies between 2004 and 2007, brain scans of 2,000 people from five countries, the largest study to date in the field of consumer science. Lindstrom was able to use the enormous resolution of scanners MRT normally used in medicine for discovering, for example, cancerous tumors, with a much more prosaic: to find the root of the purchasing decisions.
"I never imagined what would come of that", says Lindstrom. Now signing contracts, appears on television and published a book (Buyology).
"I did not want to continue leaving everything up to the polls, in which consumers will only say what has been expected," he adds. For example, respondents always comment that the warnings of "smoking can kill" of the snuff boxes of them to instil fear and therefore smoke less. MRT scans, however, showed so-called "nucleus accumbens", the addiction center of the brain, was activated when the study volunteers were threatening a label like that, that is, the win gave notice of lighting a cigarette.
What Linstrom preached to all corners of the world is something like the art of seduction brought to perfection ... or the path to total manipulation. For example, items placed on pallets are selling better than those in shelves simply because they look cheaper. In stores was sold more expensive if you hear classical music ...
"When shopping, we act in an irrational way "Confirms the American behavioral economist Dan Ariely," but predictably irrational. "Such predictability-studied in detail by the brand-is precisely what makes us so vulnerable now end up buying things that really do not need. The researchers' enthusiasm for the many possibilities is directly proportional to the danger that these contain: know the keys that determine how certain messages are active in our brains could open the possibility of a total manipulation.
One of the doors to this new world is barely a few square centimeters. Is called Brodmann area 10 'is located in the frontal cortex of the brain and among neuroscientists is considered one of the least researched the human body. Many buyers said, for example, who had bought an expensive bag moved by the quality of the leather or its convenient design. But Lindstrom MRT images, the brain was irrigated appearing particularly Brodmann area 10.
"If this brain region is activated, it means that the real intention to buy this particular bag is to acquire self-esteem." The medial prefrontal cortex, by contrast, is involved in promoting accumulation. He is direct, for example, marketers of shoes or the manufacturers of miniature replicas of cars. Images certain products and purchase situations activate different brain regions. Therefore, professionals and all interested Lindstrom, feelings and sounds, colors and experiences.
In a German study, 49 percent of valued customers better service from a DIY store after having been released in the hallways smell of freshly cut grass. "Everything indicates that the scent is associated with attributes such as" hard work "or" in nature, "says Lindstrom. Porsche used, even in their cars a perfume with a hint of smoke that spread sense of sportsmanship. Also, Apple products are packaged in materials with a particular aroma, which enhances sensory experience of opening an Apple product, such as when you open a new workbook. "The smell is important," says Lindstrom. But actually, the perception of certain sounds which is more effective on the brain. The pace of background music in stores, for example, must be slower than the heart rate. That way, customers are spending more time inside. "
Christian Elger The doctor says:" Sometimes it scares me how easy it is to manipulate. " Posters of sales, for example, always attract some immediate desire to buy. Lindstrom, the lay preacher, said: "We have a powerful means at our disposal and should not be used for evil purposes. "
Source: Martin U. Müller, Thomas Tuma xlsemanal.finanzas.com
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