BETA
Chapter 1
The signal of status
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Chapter 2
The art of manufactured scarcity
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Chapter 3
How the brain prices luxury
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Chapter 4
Global styles of luxury
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YOUR GOAL
Master of The psychology of luxury
Ch 3 · How the brain prices luxury
marcus Elegant, heavy packaging tricks our brains into expecting a superior product inside.
marcus Luxury retailers use clever payment methods to reduce the psychological pain of spending money.
Fun Fact
Price placebo: Brain scans show that people genuinely enjoy the same wine more if they are told it is expensive.
Glossary
neuromarketing (noun)
The application of neuroscience to analyze and understand consumer behavior and decision-making. In 2008, Hilke Plassmann used brain imaging to show how higher prices physically boost consumer enjoyment.
The application of neuroscience to analyze and understand consumer behavior and decision-making. In 2008, Hilke Plassmann used brain imaging to show how higher prices physically boost consumer enjoyment.
Quiz
Which brain area associated with physical pain is activated when we spend physical cash?
Quiz
What psychological bias describes our tendency to judge a product's quality by its heavy packaging?
Quiz
Which brain region showed increased pleasure activity when participants drank wine they thought was expensive?