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Neuromarketing For Dummies by Peter Steidl MBA, PhD, Andrew P. Pohlmann, Stephen J. Genco, PhD

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Chapter 10

Creating Products and Packages That Please Consumers’ Brains

In This Chapter

arrow Looking at the balance between standing out and fitting in on the shopping shelf

arrow Understanding what makes product and package designs emotionally compelling to the brain

arrow Tackling the big problem of product innovation that so often fails

arrow Identifying neuromarketing principles and methods to apply in each of these areas

In this chapter, we look at how brain science and neuromarketing can help companies create products that people want to buy and packages that stand out on the shelf alongside dozens if not hundreds of alternatives.

First, we examine the precarious balancing act between novelty and familiarity that optimizes a product’s ability to attract attention and consideration on the shelf. Then we reveal some general principles of processing fluency that can be applied to the challenging tasks of product and package design. Finally, we look at product innovation and the ongoing dilemma of why 80 percent of new products fail.

Throughout the chapter, we show how brain science principles introduced ...

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