Neuromarketing has become one of the allies that brands use in different strategies to position themselves before consumers. Understanding how the consumer’s brain works has helped create more effective and efficient messages, appealing to those elements that really make consumers connect with what is being offered to them. Neuromarketing has also proven to be very versatile: it does not matter which market segment you want to conquer and it does not matter what type of company you really are (and what type of product you sell) to be able to connect with the consumer. There is always an element that fits and that helps to reach the buyer.

Thus, neuroscience has helped supermarkets to make their consumers buy more or buy better or Buy Email Database & Build Email List Quickly has generated wars in shopping malls and on main shopping streets to establish ‘olfactory footprints’. Smell is one of the elements that make consumers feel more connected with one brand or another and, therefore, one of those that pushes them to consume one thing or another. The smell has a much longer lasting memory, so all brands want to have their own olfactory punch.

And if neuromarketing can help any business and any brand, its presence will be more and more common and more recurrent and more and more people will try to position themselves by using their weapons to reach the consumer. One of the latest that have joined neuromarketing are restaurants, which have changed traditional elements such as the menu to be more efficient when reaching the consumer.

Healthy food is just a mirage. Restaurants play with certain elements to make consumers have a more positive perception of the things in front of them. In a market obsessed with health and controlling what is eaten and how many calories are consumed, restaurants have learned that they have to appear as healthy as possible and are therefore employing different stratagems to be healthier.

One of the things that makes consumers see something that is not actually healthier is in how things are presented: a chocolate cake is a calorie bomb, but if you put a strawberry on top of it, the consumer will see it as less ‘dangerous’. This is what a study showed that forced consumers to estimate the calories in dishes. Everything was going quite well and fairly close to reality until consumers were asked to estimate the calories of unhealthy things to which elements considered healthy had been added. Consumers lowered their calorie estimate by 16%.

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