Mental Anchoring Nespresso Applies a Nice Example

This neuromarketing principle plays entirely on the principle of relativity. If a large number is next to a smaller number, that number feels smaller because of that large number.So the second insight quickly follows the first. To achieve that mental anchoring, we need to get started with branding. And when you say branding, you say associations. A brand is nothing more than a network of associations in the brain.

Albert Heijn applies this principle perfectly ( so far only on their website). Putting the weight (400) of the M&Ms close to the price (3.89) makes that price seem a bit lower. This in turn has a This scientist has researched that a smart brand positive effect on the total order value of AH (I got it from reliable sources.

 

The brand in the brain

Nespresso also applies this anchoring principle, but even more VP Engineering Email Lists psychologically. They do not show a higher price, but build on the unconscious (implicit) association in the brain. They want you to compare Nespresso not to a carton of coffee, but to a barista.

VP Engineering Email Lists

So the second insight quickly follows the first. To achieve that mental anchoring, we need to get started with branding. And when you say branding, you say associations. A brand is nothing more than a network of associations in the brain.

Byron Sharp: Mental and Physical Availability

To deepen the mental path from ‘thinking about coffee’ to ‘choosing Nespresso on the shelf’, I will briefly take you through the thinking of Byron Sharp . This scientist has researched that a smart brand has perfected 2 principles: mental and physical availability.

  • Physical availability is ‘simply’ about having your product within reach when the shopper is in buy mode.
  • Mental availability, simplified, ensures that when the consumer starts thinking about buying something, he/she immediately thinks of your brand.

That ‘when’ Sharp calls the ‘category entry points’. And all things around your brand ‘brand assets’ .

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