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...
THE IMPORTANCE OF ONLINE PRESENCE AND WEBSITES In a previous article, I explained the relevance of mobile advertising and how important it is now to have an online presence. However, mere presence is not enough to get customers to choose you. In this article, I will explain some simple rules to follow when designing a...
WHAT IS COPYWRITING? Copywriting is the practice of creating written text to inform, inspire, or persuade. The text therefore must convey a message that is accessible, understandable and easy to remember. In addition, the writing must arouse curiosity and induce action. Especially in recent years, a new figure has developed, the copywriter, whose job is...
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...
Why is mobile advertising so important nowadays? Your mobile phone is most likely the first and last screen you look at every day. The amount of time spent using this device has increased significantly in recent years. Indeed, some of us spend an average of over 4 hours a day on it. In the past...
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...
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...