Saturation emotional

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For several fortnights I've been spending almost all posts to speak of emotions. In brands, in business, in corporate experiences, ...

Emotions are the language of man. Through them we relate. The language, the feel, the looks, are simply ways to express and communicate the emotions we feel within us. Inside the brain, of course. Although it sometimes seems that reside in our bellies as butterflies, are really at the top of our body. Just as we need the senses to perceive emotions, also need to express them. But our brain is also the need to communicating it to ourselves. Appearing so poetic butterflies, sweating or even trembling.

Breathe, love, talk, yet wonderful acts ordinary. So natural, ordinary as: Buy.

Business needs of the customer relationships to survive. A business without customers may be many things, but you can call it that: Company. For there to be effective communication, it is necessary that the parties understand the same language. That's why companies are "forced" to use emotions to communicate with your market. Because it is the language of those who comprise it: humans.

But in this maelstrom of emotions need to be careful with saturation. For those we love the colonies into a perfume is a most enjoyable experience. Before crossing the door and we are enjoying what we're going to smell. We do not know what perfume prove. Even the shape or color of the jar. But I enjoyed imagining aromas.

The problem comes when we smelled so that our sense of smell is saturated. It does not smell anything, or not, as before. We have to wait a while to disappear this saturation. A break for that dullness disappears.

Companies must move, marks also the corporate experiences are designed to evoke emotions thinking on the client, so. But what we must not do is saturate.

As every person, every brain is different, we must try to evoke emotions through different senses. But if in our desire to revive the emotions that are latent in the brain of our client we sin by excess, then we will achieve nothing. Excite with the brand itself, the experience also, with everything but without overloading. Because then, as with our noses in the perfume, saturate our consumer emotionally. It goes all the corporate experience ruined.

The emotions saturation blocks. Just the opposite of what we want to do our customer at the point of sale. Lock stands doing nothing, not buy.

In the middle is the virtue that the wise Spanish proverb says. But where is the middle ground? How to fix it objectively? How to know designing a Corporate Experience where the limit and where the average not to saturate? Questions that have no answers yet. Neuroscience or Ni therefore neuromarketing yet found an answer.

Impulse buying and neuromarketing

Versión en español, pulse aquí

The impulse purchase is a very high percentage in the usual basket. In commercial areas between 60% and 70% (depending on type) are unplanned purchases. In many sectors, such as vending, is practically the success or failure of a position.

These acquisitions that match also a need. But it is a rational, but emotional. You get the product because you feel the pressing obligation to buy. Want to experience what it feels like to have it or consume it now.

The lower the risk, the greater the likelihood of impulse purchase of a product. No impulse buying a car, unless their purchasing power is very high. In which case, the perceived risk is low.

How neuromarketing to study work on impulse buying?. Using EEG and eye tracking trying to measure what attracts emocionaly to a consumer to encourage impulse buying. It is not about forcing someone to buy something they do not want this or can not be profitable if it could. These products show the most appropriate way to attract those who do they want to buy.

Draws some conclusions from these studies:

First, the more prevalent emotion is easier to buy on impulse. Smell and hearing are senses with great evocative power. Well used to help maintain "the level of emotionality."

I commented before the buy button do not exist. There is no mechanism that can activate, and then we sell it or yes. But this kind of purchase if there are triggers. Factors favoring the boot process.

Why the slot machines while at rest emit lights and sounds?. They seek to be a trigger. And this, is transferable to other purchase?. Of course you do. If we leave out the scent of coffee around a vending machine of this type of product, the smell can be a trigger. Moreover, placing coffee aroma around the machine, observe (thanks to EEG) as the "reward area of the brain is active consumer with more intensity." This translates into an increased enjoyment of the product. And we've only released a scent, we have not altered the coffee.

But beware, there are also factors that can derail the sale. If we increase the price and approach the threshold of what a customer considers reasonable, the urge to purchase in most cases. We continue with the above example. If we increase the price of coffee to 3 € in an environment where you usually pay a maximum € 1.50, we noticed thanks to the eye-trackers and EEG how the customer is attracted by the location, the aroma and ilumnación, but not it takes to see the price. Gone is the emotion, rationality has made an appearance and ... Stopped process.

Do not just look for triggers. You must pay attention to those who can stop the process. Price is the most common these days. But the presentation or the shipping carton. We all love to find bargains, but not shabby products.

Make a deal breaker with those products whose packaging is damaged can be very harmful if not noticed that this is an "outlet". The customer not only stop the buying process. Remember also long offered products that are not in an optimal state. You will lose future sales. The client and that the recommendations made negative.

Getting through the senses, the client begins to enjoy the product before you purchase it is one of the most powerful triggers. Then you need to be very aware that nothing can stop it. Lastly (but not least) will not disappoint with the product so that the customer will enjoy it even more intensely.