Little moments of luxury

Date of publication: November 16, 2010

Company: Nielsen

Author: A.K. Pradeep

Abstract:

The brain processes the act of purchasing in the same region that it processes the experience of pain. It does in fact, from a brain science perspective, 'hurt' to hand over money in a transaction. At NeuroFocus, we have done a good deal of research into pricing, and the subconscious dynamics that we all undergo during the purchase decision process. We have uncovered a fascinating and unexpected phenomenon, 'little moments of luxury', which has led to the development of the Luxury Perceptual Framework.

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