Neuromarketing: Exploring the Brain of the Consumer by Leon Zurawicki

By Leon Zurawicki

Over the final 10 years advances within the new box of neuromarketing have yielded a number of findings which defy universal stereotypes approximately client habit. cause and feelings don't inevitably look as opposing forces. quite, they supplement each other. consequently, it unearths that buyers make the most of psychological accounting procedures assorted from these assumed in retailers' logical inferences in terms of time, issues of score and selecting, and in post-purchase evaluate. individuals are frequently guided by way of illusions not just once they understand the skin global but additionally whilst making plans their activities - and patron habit is not any exception. Strengthening the regulate over their very own wishes and the facility to navigate the maze of information are the most important abilities shoppers can achieve to profit themselves, dealers and the general public. figuring out the brain of the patron is the toughest job confronted by way of company researchers. This ebook offers the 1st analytical point of view at the mind - and biometric stories which open a brand new frontier in marketplace research.

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Like the sweet, the bitter taste, is not determined exclusively by the type of specific chemical agent. However, almost all the substances that generate perception of bitterness are organic. Caffeine and nicotine are two examples of commonly used drugs that produce this sensation. It is interesting to note that some small modifications in the molecule structure, for example of sugar, can change the sweet taste to a bitter one. As a matter of fact, some substances initially taste sweet but create a bitter after taste as in the case of some artificial sweeteners.

However, the sensitivity to different types of foods emerges often at the taste buds’ level. For example, if a person becomes ill shortly after ingesting food, s/he generally will develop an aversion to that food. An example is the pumpkin puree, which is associated with the stomach pain, or the herbal teas which produce acidity in some individuals. 20 1 Exploring the Brain The taste system conveys other characteristics of the substances examined in our mouth, like their intensity or pleasantness.

For example, when somebody calls us on the phone, the brain starts searching the memory for all the similar voice features it has stored. This process involves screening the different characteristics of the sound (not only the color of the voice, but also the intonation specific to an individual and the emotional state of the speaker). All the complex functions of the auditory cognition are located in the cortical part of the brain. However, some processes of sound focalization take place in the ears.

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