“El cerebro va de compras”: Excelente escrito sobre el extraordinario poder de la mente

Dado su interés para entender el fenómeno low cost, reproducimos íntegramente el artículo “El cerebro va de compras” de Piergiorgio Sandri, aparecido en el suplemento de La Vanguardia “Estilos de vida” del 26 abril 2004.

EL CEREBRO VA DE COMPRAS

¿Por qué ahorramos dinero en grandes almacenes y al mismo tiempo echamos la casa por la ventana en un 4×4 de lujo? La explicación está en el cerebro. Una ciencia en auge, la neuroeconomía, demuestra que la emoción manda por encima de la lógica y de la conveniencia. Es un mecanismo que, en determinados casos, nos lleva al error.

Piénselo bien. Usted va al estadio con una entrada de tribuna que vale 150 euros. Desafortunadamente la pierde por el camino. ¿La vuelve a comprar? Supongamos ahora que ahora usted tiene 150 euros en efectivo para comprar la entrada y se le caen del bolsillo justo antes de llegar a la taquilla. ¿Compra la entrada igualmente? Las encuestas dicen que en el primer caso no lo hará. En el segundo, sí. ¿Por qué?

The ‘Low Cost’ Attitude spreads Across the Globe

Vueling, ING Banking, YOIGO, IKEA, Logan, …

What all these innovative brands have in common is that they have cut out the excesses and provided a quality product/service at a far reduced rate than their competitors. The advertising industry is no exception. TVLowCost is leading the revolution!

Many brands have had to significantly cut back advertising budgets to stay competitive and to absorb constant demands for increased contributions to co-op advertising by their distributors. Many brands feel they can no longer afford TV. But now TVLowCost makes the power of TV available to all brands!

And remember that low cost does not mean low quality. It’s More for Less…

LOW COST ADVERTISING BASICS

Get the most for your advertising dollars using these guidelines. By Kimberly Stanséll

Q: How can I advertise on a low budget and get a great response? Where should I advertise to take my business to another level?

A: Paid ad placements are vital marketing sources for some businesses. When customers refer to a directory or advertising section, they’ve already qualified themselves as someone who needs what you and your competition are selling. Whether you’re paying for a display in the phone book, newspaper or church directory, you need your dollars to work effectively in steering people’s attention over to your message. Here’s how.