Can Neuroscience Unlock the Luxury Mind?
Shopping for fashion can be a ride on an emotional carousel: the thrill of the chase; arduous hunting through stores and websites; the rush when you finally find what you’re looking for. Your heart races. Your skin tingles. You’re elated — for a few seconds, euphoric.
By measuring how the brain responds to different stimuli, the field of consumer neuroscience aims to paint a more accurate picture of human decision-making than traditional research methods like focus groups and surveys.
As e-commerce grows, shopping behaviour shifts away from the more frictionful process of visiting a store towards a world of instantly shoppable products. Online, shoppers can turn their impulses into purchases faster than ever before — could neuroscience reveal what drives these split-second decisions? “We have the ability to purchase more impulsively than ever,” said Dr Marci of the rise of online shopping. “The intuitive self, the impulsive self, the non-rational self is going to have even more of a driver.”
Read more: http://www.businessoffashion.com/articles/intelligence/can-neuroscience-unlock-the-luxury-mind#_=_