FERRARA, Italy, Nov. 06, 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 Fruit and Vegetables and Neuromarketing: Understanding Consumers in a Changing World organised by CSO Italy sponsor of The European Art of Taste project together with the European Union.
The data highlights how quick and instinctive purchase decisions are, driven mainly by emotion rather than rationality. Our brain, when called upon to make choices quickly, tends to ‘trick’ us and create a kind of bias in our perceptions. The packaging, its color or shape, the appearance of the product and many other factors can influence our perception in a way that is sometimes different from reality.
‘ 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. If, as a result, the decision to buy or not to buy a product is made in such a short space of time, the risk is that the choice of fruit and vegetable product itself is based solely on price or habit. A very serious risk that would detract from the intrinsic value of the product.
The importance of emotional involvement also emerges from the correlation between memory and emotion. Russo emphasized.
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