Very old brain structure centrally involved in the experience and behavior of the people are responsible. In the Center is the nucleus accumbens, the so-called core of lust. The neurons in this region are particularly activated, if the person expects a reward. As a reward, the human brain classifies social recognition, belonging to a group or a State for example in the form of a particularly caring and high-quality face cream, with which to pamper. Pilot vs. autopilot when this reward process in the brain is activated, one speaks in neuro marketing model of implicit encoding.
This means that the working of the brain is running in two different systems from the conscious explicitly and pilots and the unconscious, implicit and intuitive decisive autopilot. In brain research has found out, that the unconscious pilot is much more powerful and efficient than the explicit pilot, of the tenfold energy consumption at a much smaller processing capacity required. Therefore, the conscious pilot is avoided normally by the brain. Olfactory or tactile stimuli play a large role in their purchasing decisions accordingly, because they unconsciously release emotions. This reward idea is enhanced by the interplay of the so-called implicit codes as language, symbolism, sensors and story as the highest form of communication efficiency. Moments of reward create an intense link in the brain with its brand and pay up to 100 percent to the brand assets. You fight for pole position for the brand”a kind, explains Jan Weller. This a great opportunity for the stationary retail trade leads continue to exist not only in the digital change, but to take a very basic position.
Because locally the haptic and olfactory stimuli can act and thus appeal to all senses, while only a visual image of the product on the Internet. At the touch and try out the products he is using Codes specifically addressed the autopilot and the reward effect of the brand can be decrypted. But it is important that the brand promise is kept holistically at any level in mind. The customer can immerse into a world of experience that is individually tailored to meet him.