The analyzed sample demonstrated a clear preference for the Pepsi drink if the product was tested without knowing the brand drunk. On the contrary, if users were made aware of the brand, 75% said they preferred Coca Cola , as well as putting areas of the brain linked to self-esteem and positive emotions into action. What guided the consumer's tastes and behavior were therefore not the actual organoleptic characteristics of the product, but the experiences they had shared with the brand and the expectations linked to the image and values,
That the two drinks had created over years Japan WhatsApp Number Data of advertising spots. Without making you go through the notes and quotes, which this article is full of, having up to now spoken of semi-scientific notions, I will mention one of the authors who brought me closer to this fantastic world: Martin Lindstrom, who should be cited as one of the greatest exponents of Neuromarketing, both as a researcher and as the author of many successful marketing campaigns and texts that have become bestsellers. Thanks to his surprising insights,
Lindstrom is considered a revolutionary in the field of Branding, capable of involving the consumer's 5 senses through the use of the brand and measuring emotions to improve engagement with the brand: Neuromarketing – Brain activity and behavioral behaviors Purchase is perhaps his best text on the subject. Neuro-digital-marketing: from analysis to web trends How and where are Neuromarketing techniques applied on the web?