The importance of attention in marketing Knowing well how attention works is crucial for any marketer. An enormous amount of sensory information bombards us every day. Therefore, it is essential to know how to get our message noticed. Simply presenting a message is not enough, so how do we make us stand out from the...
Is the price war worth it? The perceived price is as important as the price itself. The most typical mistake in today’s food & beverage market is to enter a price war. Many companies are cutting prices because they believe it will increase their perceived value to consumers. Unfortunately, most of the time this is...
CAN THE EXPECTATION OF WHAT WE ARE ABOUT TO EAT INFLUENCE THE TASTE WE PERCEIVE? Expectation often plays a major role in determining our experiences. Some scientific research points out that expectation can be associated with cognitive or emotional states that can affect our perception. Our expectations have a great influence on our attitudes toward...
Psychophysics: How our brains perceive the world The perception of the surrounding world depends on several factors. The way we perceive the world depends on our cognitive abilities but also on the physical properties of the stimulus itself. Psychophysics studies the relationship between physical stimuli and the sensations and perceptions they produce. A Marketer could...
THE IMPORTANCE OF PACKAGING In a previous article I explained what features are worth considering when designing the packaging for your product. In this article, I want to focus more on packaging in delivery. During the COVID-19 pandemic the entire food & beverage world has been hard affected. As a result of restaurant closures there...
Naming products is a key part of the sales process In this article I would like to show you some aspects worth considering when you are naming your product. While product and its quality are critical, the name plays a huge role in guiding consumer behavior. Product names can make the difference between success and...
In a previous article I told you about the importance of sensory neuromarketing. Today I would like to focus on one sense in particular: smell. Smell is the key element in the food & beverage field after sight. Our brains try to fool us into believing that flavors come only from taste, but that is...
the different types of memory How is it possible that among a considerable number of brands, the consumer will remember and chose yours? Before we start, it is good to know how memory works. There are several types of memory: sensory memory, short-term memory and long-term memory. These differ in the type of information stored...
true or fake? Our perception of whether something is true or not is due to a number of factors. Imagine to watch a t-shirt ad that states that it will help you tone up your muscles. What is your first thought? Well, you might think you are a smart person and that you do realize...
what do we mean by product visibility? We know it well: It’s all brands’ dream to get off the store shelf and “get touched” by their clients. Oh yes, you have understood correctly: get touched! In other words, if a person takes in hand your product, you were already able to involve a second sense:...