How do we choose which wine to buy? Neuroscience is becoming increasingly important not only in designing products, but also in understanding how our bodies respond emotionally and physically to experiences. In this article, I want to talk about some aspects of neuromarketing that can be applied to wine. Drinking wine is a real experience,...
What is nudging? Nudging in behavioral economics is a “gentle push” we give a potential client to take an action. Often confused with manipulation, nudging, aims to make people act in certain way. A slight modification of the choice architecture is not equal to a limitation of freedom. The subjects, in fact, have the same...
Proprioception: the forgotten sense Proprioception is the ability to perceive and recognize the position of the body in space and the state of contraction of the muscles, without the support of sight. The first to talk about it was neurophysiologist Charles Scott Sherrington. According to him, proprioception is the “sixth” sense as it is regulated by...
What is taste? Its simplest definition is “a perception of chemical signals on the tongue” that allows us to recognize five basic sensations: sweet, salty, bitter, sour, and umami. Umami taste is a relatively new concept for Western countries. In fact, a Japanese scientist Dr. Kikunae Ikeda discovered it in 1908 while trying to determine the...
Why do customers decide to choose one dish over another when they see a menu? Although there are several factors that influence the choice, one of the main ones is the way a dish is presented on the menu. That’s where neuromarketing comes in. Neuromarketing allows you to direct customers’ attention to the products you are...
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...
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...