Imagine for Life

Is your brand creating experiences that really engage your consumers emotionaly? In today’s crowded marketplace, creating a memorable brand experience is essential. Consumer Neuroscience offers a powerful toolkit for understanding how to engage consumers on a deeper level. The key lies in understanding how the brain processes and remembers experiences. Emotional experiences, for instance, are processed by the amygdala and stored more effectively in memory. This is why ads and campaigns that evoke strong emotions tend to be more memorable and impactful. Additionally, the use of sensory triggers—such as sight, sound, and touch—can enhance brand recall by engaging multiple areas of the brain. Storytelling is another effective technique, as it activates not only the language processing parts of the brain but also areas involved in sensory experiences, emotions, and memory. By crafting narratives that resonate emotionally, brands can create experiences that stick in our brain. #Neuroscience #BrandExperience #EmotionalMarketing #ConsumerNeuroscience #Neuromarketing

In the famous “Pepsi Challenge,” consumers were asked to taste both Pepsi and Coca-Cola in a blind taste test. Despite many preferring Pepsi in the test, Coca-Cola remained the market leader. Neuroscientists conducted several studies using fMRI to investigate this paradox. They found that when participants knew they were drinking Coca-Cola, their brains showed increased activity in the prefrontal cortex (associated with higher thinking and self-identity). These studies highlighted how brand identity and emotional connections can override taste preferences, showing the powerful role of unconscious processes in consumer decision-making. These were just some of the first studies that helped us to better understand our brains when we make decisions. Today, neuroscience is a fundamental tool to improve and validate marketing strategies. But why is this so important? Understanding why consumers make the choices they do is at the heart of effective marketing. But did you know that these decisions are largely driven by unconscious processes in the brain? Neuroscience shows that much of our decision-making is influenced by factors we aren’t consciously aware of, such as emotions, biases, and sensory inputs. For example, the brain’s reward system, which releases dopamine when we anticipate a positive outcome, plays a significant role in guiding purchases. This is why brands that create emotionally engaging experiences often outperform those that focus solely on product features. The example of Coca-Cola vs Pepsi. Additionally, cognitive biases, like the anchoring effect (where we rely too heavily on the first piece of information we receive), also shape consumer choices. By understanding these neurological processes, marketers can design strategies that align with how consumers naturally think and feel. Are you leveraging the science of decision-making to enhance your marketing strategies? #ImagineforLife #ConsumerNeuroscience #DecisionMaking #MarketingStrategy #Neuroscience #Neuromarketing 

Obrigado FNAC Portugal pela confiança na inovação que as neurociências do consumidor conseguem trazer às marcas através da exploração subconsciente das emoções dos utilizadores. #neuromarketing #inovação

Somos especialistas em neurociências do consumidor e estamos a recrutar participantes para estudos remunerados de neuromarketing. Esta é uma excelente oportunidade para fazer parte de projetos inovadores e integrar as mais recentes tecnologias ao nível das neurociências. Contacte-nos! 😉 Perfil dos candidatos: Leitores regulares (no minimo 10 a 20 livros por ano), utilizadores e não utilizadores de eReaders, com idades compreendidas entre os 20 e os 50 anos. Local: Atrium Saldanha Duração aproximada dos testes: 1 hora E-mail: [email protected]

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Somos especialistas em neurociências do consumidor e estamos a recrutar participantes para estudos remunerados de neuromarketing. Esta é uma excelente oportunidade para fazer parte de projetos inovadores e integrar as mais recentes tecnologias ao nível das neurociências. Contacte-nos! 😉 Perfil dos candidatos: entre os 40 e os 70 anos de idade Local: Saldanha Duração aproximada dos testes: 1 hora E-mail: [email protected]

#happyholidays #imagine