Brainy Bar 6: Congruency, adaptation and the ‘hackability’ of senses

Discusses how marketers can hack into perception of the five senses; vision, smell, sound, touch and taste in order to increase brand success and enhance the shopping experience.

When it comes to senses, “there are as many realities as bodies”, declared Dr. Cristina de Balanzo, Head of Neuroscience at Walnut Unlimited, and brands need to tap into the polysemy of these senses to make their stories more meaningful.

“Senses are guides to help us understand the world and are represented internally in memories”, she explained as she addressed the sixth Brainy Bar event (London, April 2018). The session, organised by human understanding agency Walnut Unlimited and WARC, is part of a series of events looking at consumer neuroscience, psychology and sensory science, with the focus of this year’s...

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