We make purchasing decisions almost daily, but... Are we really free when we buy? What do our purchasing decisions depend on? Do we all behave the same way? Do we have needs or do brands create them for us?
Jordi Aymerich, professor at the University of Barcelona, gives answers to some of these questions in the documentary Consumption, empire of the senses,produced by Spanish Television.
Aymerich shows us how with innovative techniques we can subconsciously measure the reaction that consumers have to certain stimuli in a real environment.
An experiment like the one Aymerich explains to us in the documentary was a success story in a shopping center in Portugal. The study was led by Jordi Crespo, managing partner at Hamilton Intelligence, and Rafael Pelote, Director of Marketing Intelligence at Sonae Sierra.
