FERRARA, Italy, Oct. 01, 2024 (GLOBE NEWSWIRE) -- The average time a consumer spends in front of the shelves is surprisingly short: between 4 and 20 seconds. This was revealed by Professor Vincenzo Russo, an expert in neuromarketing and consumer psychology at the IULM University in Milan, during the event Organic Fruit and Vegetables and Neuromarketing: Understanding Consumers in a Changing World organised by CSO Italy.
This highlights how quick and instinctive purchase decisions are, driven mainly by emotion rather than rationality. ‘ The consumer does not choose rationally - it is emotion that is the main lever in purchasing decisions, decisions that take place in a fraction of milliseconds ,’ Professor Russo explained. The speed with which this choice is made makes it crucial that the product is able to communicate its values effectively, before the decision is based solely on price or habit, thus risking diminishing the perceived value of organic products.
The importance of emotional involvement also emerges from the correlation between memory and emotion. Russo emphasized how the amygdala, which is responsible for managing emotions, and the hippocampus, which is responsible for the formation of long-term memories, work together to create memorable shopping experiences. ‘ It is this overlap between emotion and memory that has crucial implications for influencing our ability to remember a product, a brand, and, therefore, to choose it again in the future,’ the lect.
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