We’ve already considered how you can fundamentally change the perception of your fans and customers with the help of a smile and even a simple mechanical effect on the muscles responsible for a smile.
Today, I’d like to dwell on the topic of hunger. How does hunger affect the decision?
We’ve got one brain but two minds. They can be called the unconscious and the conscious, or System 1 and System 2.
We associate the conscious mind with ourselves, but in addition to this important function, System 2 has got even a more significant one. The conscious mind acts as a filter between the surrounding world and our System 1 (our unconscious).
Our conscious mind helps us in any way cope with all the pressure that the development of technology and civilization exerts on us. Our conscious mind also protects the outside world from what our unconscious mind can do. It can do many horrible things from the point of view of modern society.
If the ventromedial prefrontal cortex “disconnects”, the problems begin. If you’re my long-time reader, you probably know that this part of the brain is responsible for decision-making. This brain area plays an important role in the somatic marker hypothesis.
Let me remind you that somatic (emotional) markers, according to this hypothesis, are created by our brain for each experience gained. Subsequently, it’s these markers that play a key role in the decision-making process.
However, the ventromedial prefrontal cortex also plays an important role as a filter between the desires of our brain and the foundations of society. Any disorder in this brain area or even an ordinary fatigue can have a negative effect on its functioning.
For example, Professor of Biology, Neurology, and Neurological Sciences at Stanford University Robert Sapolsky cites experiments on the removal of this region of the brain in monkeys, which ended in the hypersexuality of males who tried to mate with everything around, including other males, as well as in constant eating, which led to obesity.
But even healthy monkeys can have this area of the brain “turned off” when they experience a certain stress, say, when they see an alpha male. That’s the thing with people when they’ve been through a stress. Our System 2 simply doesn’t have the resources enough to resist System 1.
There is a well-known study on the correlation between the judges’ eating and the sentences they pass.
Professor Shai Danziger and his colleagues studied 1112 cases for a period of 10 months in Israel. The plaintiffs wanted to either be allowed out on parole or get the conditions for their imprisonment changed. These cases were examined by 8 judges (6 men and 2 women).
The researchers found that the largest number of verdicts favorable to the plaintiffs was brought in early in the day and immediately after a snack break. During the day, with the accumulation of fatigue, the number of verdicts favorable to the plaintiffs decreased rapidly.
Mealtime was obviously not the only factor that influenced the verdict but remained one of the main ones. Previously convicted plaintiffs in most cases received a refusal. Gender and ethnicity did not exert additional influence on the decisions of the judges.
What takes place from the perspective of the judge? You are trying to understand someone from a group other than yours. At this point, you involve the prefrontal cortex of the brain, which eventually “turns off”, requiring replenishment of energy reserves.
Never before in history until the twentieth century did our species have an excess of food. It had a problem with its lack; therefore, our brain is set up positively in relation to food. In the process of survival, we needed instant energy in the event of the appearance of a predator. That’s why our brain is especially positive about simple carbs, which in its modern form have a negative impact on our body in most situations.
Do you want your fans or customers to be happy? Be sure to provide them with easy access to food. Consider in greater detail the fans’ preferences in order to provide them with an opportunity to eat their favorite food with a small selection available. You do remember that a large choice is bad, don’t you?
It’s silly to lose customers if they don’t get the opportunity to eat what they usually do. For instance, a rapidly growing number of vegans brought about vegan fast food to American stadiums.
You get the satisfied fans provided with positive emotions from visiting the stadium. Several visits like that will grow into a habit, and very soon you’ll get die-hard fans, i.e. customers truly loyal to your brand.
Don’t forget to apply scent marketing to increase the profit from the sale of food in the stadiums. I’ve already described the way to do it.
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Leon The Alien
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SEE ALSO: 9 factors that influence our decisions
Images: NBC, Shai Danziger