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Contagious Dissatisfaction

Most businesses wouldn’t question that it’s a good idea to resolve problems quickly to prevent erosion of their reputaton, but many don’t do a particularly good job of it. Even when it’s too late to fix the actual problem, an apology can mollify that customer and even result in reversal of the public criticism (see Apologies Really DO Work).

Martin Lindstrom, author of the best-selling Brandwashed, conducted a simple but telling experiment in a cooperative restaurant. […]

By |October 28th, 2011|

Please Your Guests by Fooling Them

Imagine that you are shopping for a few bottles of wine for your next dinner party. You probably aren’t going to buy from the cheapest selections. You don’t want your guests to think you are a cheapskate, or that you have such a low opinion of them that you’d serve them plonk. Besides, you are a Neuromarketing reader, and you know that real quality aside, wines we think are expensive taste better. Most likely, you’ll move away from the cheap stuff and opt for something mid-priced. And, if your guests are particularly important to you, you may choose an even more expensive wine.

Well, there’s good news for wine lovers on a tight budget: it turns out that expensive wine doesn’t always taste better. Peter Martin of the Canberra Times sent a link to an article he wrote with some findings that will surprise a few of you. Can you guess the one circumstance when expensive wine doesn’t beat the cheap stuff? […]

By |July 28th, 2008|

Placebos, Price, and Marketing

Hot on the heels of learning that more expensive wine tastes better, we find that more expensive placebos are more effective at controlling pain: […]

By |March 6th, 2008|

Wine Tasting Trickery

Wine and coffee seem to be common topics here at Neuromarketing. Perhaps it’s because I enjoy both, but also because each of these beverages comes in an infinite variety of flavors and is available in varied methods of delivery. We’ve learned that the coffee sensory experience is greatly influenced by the coffee shop environment and that wine thought to be from California has a more positive influence on diners than the same wine attributed to North Dakota. Of the two products, wine tasting seems even more subjective – magazines and bloggers alike publish detailed tasting notes on wines ranging in cost from $2 to $200 (or more) per bottle, and often reach quite different conclusions. Some of the research on wine tasting has big implications for marketers, because it shows how often consumer perceptions of a product are influenced by factors other than the product itself. […]

By |November 20th, 2007|

Wine and the Spillover Effect

Would wine thought to be from California taste better than wine from North Dakota, even if it was poured from the same bottle? It’s no surprise that the answer is “yes” – in Preschool Branding we described how even […]

By |August 9th, 2007|

Emotions, Taste, and Expectations

Neuroscientists using fMRI brain scans have shown that people pereceive different tastes depending on their expectations. Marketers can use this data to show the importance of advertising, packaging, and other factors that affect product perception.

By |February 27th, 2006|