How the brain makes us choose things
How the social world affects our preferences
Even at the exhibition of the year 2900, the averageviewer from the past, first of all, would attract those items that coincide with the fashion of our century. Everything else would seem too bizarre, strange and uncomfortable. This is the basis for the work of advertising - the more often we see something, the more we remember this subject, the more likely that the brain will find it a good idea to get it when the opportunity arises. The stronger we like it. This is one of the known cognitive distortions, and the marketing departments of the largest companies use it, placing their products on a huge number of billboards around the world, showing ads on TV, on Youtube and in the Facebook tape.
An investigation of how the neuronal responses inhead affect our decision to buy this or that subject, is engaged in neuroeconomics. For example, the neuroeconomics studies, because of what neuronal reactions we like to act like everyone else - it turns out that the brain considers nonconformist actions to be erroneous: if you behave like everyone else, you risk running into trouble and die before the deadline.
So work and trends - the crowd goes for the mostbroadcast solutions. Most comfortable to choose a stylish loft and uncomfortable to make an avant-garde interior. We feel fine with an iPhone in our hands, not only because it's comfortable and fashionable. It's just that our brain encourages us to be hormones of pleasure for what they did not do like everyone else.
On the same basis, the principle of socialevidence, which was formulated by the American psychologist Robert Chaldini in the book "psychology of influence." When we can not decide how best to do, then for sure we will look around and choose the path that the majority chooses. Therefore, we believe in feedback on products and feel calmer if we know that we are buying something that has already been tested by other people.
Does the color coding work?
Another interesting feature of perception,which can lead us astray - the impact on our brain of light pulses of different lengths, which we perceive as colors. Red color of blood, green - color of calmness? Black drives into anguish, and yellow charges with energy? It seems that this is a complete lie from some cheap article on household psychology. In fact, the influence of color on perception does exist, it is proved by scientific experiments. But it works, of course, is not so straightforward and unconditional.
First, there is a subjective attitude to color,based on personal experience: someone likes the pink a priori, and someone from things "mi-mi-mi" immediately slightly podtashnivaet. It is developed with experience, and in childhood we like brighter and clear colors, because the brain is easier to process them. And with age we begin to love the calm and complex shades.
And secondly, like or dislike usthe thing of a certain color often depends on what mood we are in front of it. Studies of the Soviet physiologist Kravkova have shown that blue-green soothes, this is indeed so. But if you surround a person with blue-green flowers, who lacks vigor and energy, then he can be nauseous. It is better to offer him yellow-orange things, but only for a little while. After a period of positive effects on the psyche, they can start to tire and annoy.
In addition, the American scientist ChristopherTorstenson proved that strong negative emotions and depressive states literally dull our color perception. When you feel bad the world seems dimmer, and it's not a figure of speech.
Proceeding from this - do not neglect the influence of coloron the psyche in the development of interior design, your blue walls of anyone can drive into anguish. And when you sell a collection of furniture in pastel colors, make sure that the buyers have a good mood - otherwise half of the things will seem to them too gray and faded.
How can this be used in the work?
Use of studies of neurobiologicalscience gives a frightening advantage: by stimulating the reflex reactions of a person, one can make him buy more, change his decision, remain inactive or act differently. It sounds scary - but there's nothing to be afraid of yet. Indeed, effective experiments occur only when the electrodes are directly exposed to brain neurons. Therefore, without your knowledge, no one can influence the decision-making at the brain level.
However, if you understand how it worksbrain, you can more accurately understand why customers make certain decisions and how to effectively present their products, in terms of neurobiology. You will not create an emotional response or the desire to buy from scratch, but you can enhance the impressions of quality design - for example, creating a comfortable environment in the show room, collecting customer reviews or telling what exactly you buy most often.