Chapter 12
The Shopping Brain and In-Store Marketing
In This Chapter
Understanding why and how we shop
Exploring the multisensory nature of shopping
Identifying different shopping styles based on personality traits and gender
Discovering ways to design the shopping environment for maximum impact
The impact of brands, products, and advertising all come together at the point of sale in the shopping experience. In this chapter, we look at what brain science and neuromarketing have to tell us about the shopping brain in its “natural” habitat, the physical store. In the next chapter, we look at shopping in the online, “virtual” world, where some things remain the same, but others are quite different.
Understanding the Mind of the Shopper
Shopping is a complex experience for the human mind. It begins with conscious goals and expectations. These goals and expectations are derived from two sources:
Actual personal experience with products and brands
Learned associations acquired through ...
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