When it comes to neuromarketing, it tends to focus on how these tools allow us to understand the consumer and offer products and services more efficiently. Neuromarketing is one of the applications of neuroscience, which studies the brain’s response to stimuli in order to better understand human behavior.

In the case of neuromarketing, these answers allow us to understand why we buy and what are the steps that should be followed to be more efficient when offering services and products. The stores are custom designed, the products are presented with the most effective claims and even the packaging is created according to what the consumer’s brain will best receive.

But the truth is that neuromarketing has many more applications and can also work to create very memorable shopping experiences in a much more direct way. Consumers can find experiences that are not only more effective because they are  China WhatsApp Number List designed to respond to their instincts, but are also much more striking because they have that scientific component that catches the consumer’s attention. In other words, neuroscience can go directly to the point of sale in an overt way and make it that much more surprising.

This is what the fashion firm Uniqlo has just done, which has just created a consumer experience marked by neuroscience in which the consumer has to take an active part and which incorporates a certain element of gamification to consumption. The idea is that the brand looks to the consumer for the shirt that is perfect for him by analyzing his brain waves.

Fashion combined with brain waves . The tool, which has also been baptized with one of those catchy names that do part of the job of drawing consumer attention, is called UMood and is being tested in the company’s Sydney store, as published in the technology press. The consumer has to wear a device that will measure the response of his brain to a sequence of images. The waves are analyzed by a consumer neuroscientist and by an algorithm that identifies five elements (interest, stress, taste, concentration, and drowsiness). With these elements in hand, the algorithm determines the consumer’s mood and recommends the shirt he needs from all the ones the store has (about 600 models).

What does the company achieve with this move? In the first place, it breaks with certain fears that consumers have about neuromarketing, since they associate it not with reading the brain but with manipulating it. Experts have explained on multiple occasions that these studies do not open the door to changing the brain while the consumer remains oblivious, but rather they simply study themselves to get to know them better.

Second, create a different and fun consumer experience. As one consumer who has tried it explains, “It’s quite fun. It makes the shopping experience fun.”

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