Inside the Consumer Mind

There is a basic misunderstanding about the forces that shape shopping behavior. Consumers believe that they act rationally to maximize their personal best interests when making purchase decisions. And marketers assume that consumer shopping decisions are based on rational evaluation of the features and attributes of the products they sell – aided, of course, by…

Freebies & Giveaways

What Aryabhatta didn’t think of, when he invented zero, is the delightful connotation it would impose on us consumers. In his book, ‘Predictably Irrational’, Dan Ariely explains how we constantly seek out that something for nothing. But this comes with hidden costs that go on to prove that there is no such thing as a…

What is Psychoanalysis?

As a Psychoanalyst and Psychotherapist in private practice, I have found common similarities among my clients in terms of the shares situations which are troubling them in their everyday’s life. Economical, behavioural or simply structural and timetable matters are those situations creating and intensifying their stress and therefore, not allowing them to perform in a…

I like wine. Do you?

I take this glorious and unique opportunity to talk about the wine tasting which will be organised by IRIANS in Spain on 19th of this month. If you want to miss a unique opportunity to discover Neuromarketing while enjoying the best Spanish and Portuguese wine along with a lovely company of +100 attendes…then don’t come to…

Are we completely taking control over your mind?

Quite inarguably, one of the most expressed concerns in the field of Consumer Neuroscience and Neuromarketing are the underlying ethics involved in conducting such research. While there are various philosophical perspectives on the issue of ‘unlocking’ the code to the minds of the consumer, it must be noted that there are certain boundaries set in…