Neuromarketing and the value of money

Versión en español, pulse aquí

Most people think that a euro is a euro forever. Or a dollar, a dollar. True, the euro we use in a kiosk is exactly the same with that paid in the gas station. But not worth the same. Both have the same purchasing power, but not the same value.

Take an example. A diamond of 30 euros bought in the jewelry section of a department store, you may have the same cost as one exactly like Tiffanys purchased. But it has the same value. Surely the second still having cost thereof shall be received differently. If we talk about jewelry, not worth the same one euro Tifannys in department stores.

And as this example could put many that occur every day in all sectors. Purchasing power is subject to rules and condition.The value of money is in the mind of the market.

What factors influence the value of a product?. There are many, but I will discuss the most important.

Whenever these are not the staples, do not buy products. We buy things for our environment and the enjoyment and feel better. Yes, I said our environment, not just ourselves. When you do buy a shirt cute to be thinking about people who, often, do not even know. So when does a girl buy a dress. But it is not the same as a dress designer Zara important one. Socially gives us more valuable to take a crocodile, a horse or other animal in the chest. The brand, the main element of corporate experience, influences the value of the product because it indicates a social status.

The mood is another key element in the value of an item. Some days we do not like anything. Others that we like everything, and others where we passed what we're looking for and not what we see. We can not control the minds of our customers. But we can encourage that within our facilities have a good day. So, play with colors, music, lighting and aroma of our establishment is so important. And also why I like to encompass all these elements together with the mark on what I call corporate experience.

Time is also essential. Items lose or gain value as the buyer has more or less quickly. The music, the colors and aroma are elements of the corporate experience that can help "speed up" or "slow" consumer purchases. Also the treatment of staff and customers the same products.

Let the buyer come alone or accompanied, also influences. When accompanied buy, we are continually contrasting the social value of talking at first. So the typical salesman or saleswoman who tells all clients that looks good everything is getting less valued. The client does not want to hear compliments, wants to be able to test whether the reaction cause that so far, only lives in your mind.

To control all these factors, as I moved forward, it is essential to properly manage the corporate experience. In addition to the elements already described, this is composed of others, such as: the client, personal branding, error handling and channels on and off line, among others. Sell and loyalty means that the client has more perceived value in our products and services in competition. The Corporate Experience is the tool that will help do that.