Do not trust the taste, among the senses is the most maneuverable
Sight is the strongest sense, then hearing. They are able to alter the taste and change the choices: Lafitte effect, listening to Mozart you‘ll choose more expensive wines
Di Donatella Cinelli
Vincenzo Russo professor of neuromarketing at IULM in Milan, publishes on the economic weekly of Gambero Rosso “Trebicchieri” science pills extremely useful to those who sell wine but also to those who buy it because they reveal how not everything is as it appears.
NEUROMARKETING: SIGHT IS MORE IMPORTANT THEN TASTE
In our brain cells assigned to the sight are approximately 50% while those assigned to the taste only 1%. As a consequence the taste is a less “strong” sense than the others and suffers the influence of sight, hearing and tact.
That is why the same drink coloured in red is perceived sweeter by up to 10%.
NEUROMARKETING: SOUNDS, PLEASANT TACTILE SENSATIONS MAKE THE WINE LOOK BETTER
Not only does sight alter gustatory perception, but also hearing and touch.
Charles Spence the professor of gastrophysics at the University of Oxford did taste the same wine listening to sweet sounds at high frequency and touching a placemat of white plush then repeated the tasting listening to sharp sounds at low frequency and touching sandpaper.
The first wine was judged much but much better. Likewise, hearing the sound of the corkscrew creates a quality expectation that makes the wine look better because the cork is unknowingly associated with the finest bottles.
With smells the question is even more complicated. They are not perceived as such but filtered by the memory like the madeleines of Marcel Proust. The aromas make a long journey in the brain, pass from the olfactory bulb and then from the olfactory cortex where they are recognized on the basis of previous experiences. Only at the end the information reaches the frontal orbit cortex, becomes conscious and takes a name. This is why the judgment on aromas is not objective and very evocative.
NEUROMARKETING: CHATEAU LAFITE EFFECT
Pleasant music promotes the release of the dopamine hormone that activates the limbic system of the brain (as during sexual intercourse) and this creates a feeling of pleasure. Adrian North of the University of Leicester discovered “l’effect Chateau La
fite”: by spreading Mozart’s music in a luxury restaurant the collection increased dramatically because the customers were in tune with the refined image of themselves created by the music and consequently ordered the most expensive things.
Without getting to the point of creating artificial situations maybe tasting your own wine listening to a music of Brahms, Chopin or Schubert could be a good idea.
SUPERMARKETS AND POP OUT
Twenty percent of the things bought at the grocery store were not on schedule.
The analysis of what to buy and the choice of the product takes place in 4-40 seconds.
In the supermarket there are about 4,000 new wines every year. Who wants to sell in large distribution must ask himself the problem to propose bottles able to attract the attention, bottles that pop out.
STANDS AND WINDOWS WITH ONLY A FEW THINGS ATTRACT MORE
The “paradox of too much choice” that discourages purchase is a marketing law to always remember. If you offer three wines you will sell more than 20. This also applies to windows that attract more attention and only push to buy if they contain very few things. 58% of customers stop in front of the crowded ones and 83% in front of the iconic ones, the duration is 3 seconds for the first and 8 for the others. This applies to the exhibition stands, in other words “less is more”.
MIRROR EFFECT: IF YOU SMILE TO THE CLIENT HE WILL BUY MORE
Neuroselling helps to understand the functioning of the brain when a commercial activity takes place. For example, it shows the importance of mirror neurons, discovered by Giacomo Rizzolatti, it explains why unconsciously we try to imitate the behaviour of people in front of us and so why by entering a shop where we are greeted in a smiling and kind way we are more inclined to make purchases reciprocating the courtesy. Mirror neurons allow you to capture the feelings of others and try to share them. For those who work in public are very important and allow you to enter into relationship with the customer.