Gianpiero Lugli Вђ“ Neuroshopping (2015) Apr 2026

Lugli breaks down how specific sensory inputs bypass the conscious mind to influence mood and spending:

The text explains how retailers use "anchors" to influence price perception.

Introducing a third, less attractive option to steer the brain toward a specific "target" product. 3. Sensory Orchestration Gianpiero Lugli – Neuroshopping (2015)

One of the more counterintuitive points Lugli makes is that When the brain is faced with an overwhelming number of options, the "pain" of potentially making the wrong choice outweighs the pleasure of the purchase, often leading the shopper to leave empty-handed. 5. The "Dopamine Loop" of Discounts

Scents are processed in the same part of the brain as emotions and memories, making them more powerful than visual ads for building brand loyalty. Lugli breaks down how specific sensory inputs bypass

Below are some of the most interesting concepts and takeaways from the text: 1. The "Reptilian" Shopper

The book describes the biological reaction to "limited time offers." The fear of missing out () triggers a rush of dopamine. Lugli argues that the pleasure comes more from the anticipation of the "win" (the deal) than from the actual utility of the product purchased. 6. Cognitive Ease and Store Layout Below are some of the most interesting concepts

In his 2015 book , Gianpiero Lugli explores how the human brain processes information within retail environments. He moves beyond traditional marketing by applying neuroscience to understand the "irrational" shortcuts shoppers take when making decisions.