to buy more of that stuff and i'm going to give you full examples of this that you've probably seen in your everyday life. one day where you down brain operates in 2 different thinking most. that's what's called system one, which is fast, unconscious and automatic. then the system to which is deliberate and conscious. it takes a lot of effort. ask you, what is your name? system one will immediately have an answer to that question. but if i ask you what is 23 times 48, you're going to have to switch the system to require effort. i imagine you're going grocery shopping. you have to find your way around for different ios and make loads of decisions in a short amount of time. when you finally get to the checkout counter, your tires. one way in which you can get somebody to the more system one orient is actually through wearing them down. those 2 very resource intensive requires a lot of metabolic resources. we're tired when we're malnourished for much more

likely to go with them much more impulsive with the one response. and that's fine, right at the end of your shopping trip retailers tempt you with loads and loads of sugary snacks that you might just pick up at the very last moment. and shopping malls exploit the same situation there, confusing the overwhelming they're quite frankly exhausting. so you're more prone to spend money on something, you might not even need to. they tell you what the right price is. let's say you walk into a store and you see a bottle of wine from. i don't know. let's say $15.00 to brain doesn't really know if this is a loss or if this is not a loss. this immediately starting to look for some context. typically people don't really have a sense of crisis, but they don't, you know, much wind should cost. what's the price of wind? this is moran stuff. computer. how to neuroscientist and business professor. the people who create their, their kind of impression of the price range by no spring formation, but other,

by assembling the oddity the store will happily give your brain the reality to lead to placing a 2nd bottle next to its costing $50.00. now your brain things to $15.00, that's actually a pretty good deal. so it's very likely you're going to buy this spot. so our brains are like ships. we're looking for places to anchor. right. and adding any sort of context or understanding of value. having an anchor helps 3, they keep you on the treadmills. another quick of our brain that brands are using this, that is constantly seeking pleasure. and the key word here is seeking. once you're experiencing a thing that you wanted, you don't just get some back in that your leisure for a long time. it's not the type of emotion which is that enduring over time. and that's a very, very good thing for brand. because pleasure. a so fleeting brands keep sending us to what's called the hit on a treadmill. the i phone sick,

the iphone 6. this is i thought, i phone i phone well received by i phone a. it's a brand new physical design. and you're loving and just like clockwork. 12 months later, a s comes up, whatever pleasure you got from achieving and purchasing the phone is now immediately gone. and now you're looking to again jump on the don and treadmill and look chase the next pleasure fault. they hide little nudges in plain sight. so you remember the cinema story from the beginning? subliminal marketing message is like this. so the things that we can pick up on consciously, are actually legal. in most countries. a few companies left the thought. well, why don't we just hide them in plain sight? check out this ad from kfc. see anything unusual? well, look again, as an actual dollar bill photoshop to the burger,

which happens to cost $1.00. and check out this can. coca cola made it look like it, smiling to tie in with its brand image of happiness. and literally every ad for watch at the time is set to 10 past 10 because that makes it look like to watch a smiling at you. these types of subtle his, a cold primus. so i would say right now because of the work that said, we feel that's been in school in business school as kind of a mechanism we should be aware of because it implements a fit for the smoke is that it does work. why not try it? if you find something that you see what, you know, you're not compelled by some physical ports to go out and go over the weekend to buy it. but if you're already feeling like buying a lot to maybe you've already favorite brand. you know that additional data point is going to push you maybe a little bit further. and this is not limited to visual triggers. an experiment showed that if a wind store play french music, customers buy more french wine,

different type german music, they buy more german one. the lot of this stuff is having an archives for companies and it isn't their best interest not to reveal it. but we would be silly to think that this isn't part of the experiential design that companies are creating to better engage with the consumers. so where does this leave us? are we ultimately just puppets, without a will of our own buying whatever corporations throw away? or do we have a choice problem, mindless behavior is there, federal control is also there. and in between the why gray area. and we can move data between whether the choices that are very informed and very kind of low, all important and not to know if you like something that's going to be the most important determinant of whether or not you choose to spend money on it, or your time on it or your resources in general on it. and that's

a lot to the power that we have. consumers and individuals know, neuro marketing is a very powerful tool. it gives companies access to something that even we don't have access to most of the time. our subconscious. but just knowing that and knowing how the brain works can already help us make that decision. a little spooky though, isn't it. i wish you just hand control of our wall is over to the advertising executives and be done with it. mines on the only thing though, the market is want access to, they also want to get their hands on our data. why am i thing as much information as possible about shopping habits? they can work out what we're likely to buy in future. that's the principle behind the so called test supermarket, swear. in exchange for your data, you can have access to a range of products, some of which aren't even on the market. yet from the fetch. our reports from

vienna, the shelves are full of various products. a lot of space for the customer. everything is clean and tidy. i feel like being in a very conventional supermarket, but a lot of items here are not even available yet in a regular supermarket. how about a smoothie for dogs? and that's not the only unusual product here you can find a side a drink with vinegar, flavor, or water with at a temp. but with these items succeed in a regular supermarket, that's what companies want to find out here. before they launched a new product manager of the story explains how it works. first, you have to register to become a so called test customer. press one and a nice bones and these individuals sign up for a subscription and then they can shop every month to test and evaluate the products . they can buy a minimum of 55 years worth of products per month to name and even to test. one

thing that's hard to overlook, there is a lot of cameras here more than a regular store. they are gathering data on how long you spend looking at a product and which package and you choose the customers to shop, you know, they are being watched. isn't the mess of the thing? i don't think that's a problem as well. yeah. you know beforehand or less. what's involved in this thing? chris dam pace. 12 euros and $0.90 a month to shop for items for 55 years. what made it into his basket? today regarding the legal spread case, like trying to sausages made it meet and vege and something for the kids to the team. the some of these products already tried and it looks like sometimes it's just about testing new packaging and you can familiar brands indifferent

packaging. so what helps increase sales? that's really exciting. part of our product is being developed. take the cheese, but there's one in a big packet that you might pick up. and also one in a small packaging guy from the client. feedback is the currency here. the more feedback you give when checking out the more money you're given to spend. so am i basically buying these products with my data? i asked the founder, he's currently in cologne, germany, where he's opening another store with the same concept into confucius basis. there's no cast data, it's merely about identifying people as a target group done who are immediately anonymized. we're coming and registering their behavior. done with the data law is not passed on. kicked off. you know what, let's research

a market research and advertising because that's all this laboratory supermarket is . but most of us, if you have to ask whether these consumers are actually representative of the entire population of people who register here. or of course, open to innovation for you on and back in the store. people are ready to check out their items, who knows which of the products they're buying here today will actually make it into a real supermarkets. but even if they do, they could soon get replaced. they change but do they really next time your taste change? ask yourself whether it's you that's made the change or in fact, the market as i'm starting to wonder if i've ever made a truly independent decision in my life. that's all from this addition of made the w business magazine. thanks for joining us. and we'll see you next time. goodbye.

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