BOSTON (CBS) – Retailers are trying to get into customers’ brains and they now have the technology to do it. It’s called consumer neuroscience and companies are getting valuable shopper intel that can shape the shopping experience.
To get a firsthand look we went shopping at Betsy Jenney on Newbury Street with Dr. Carl Marci of Boston-based Innerscope Research. I was given glasses with a special camera to track my eye movements and sensors were attached to my fingers to keep tabs on the electricity in my skin.
“What we are collecting here are things we are not very good at articulating with words,” explains Dr. Marci. Things a shopper doesn’t even realize are happening subliminally and subconsciously.
In the seconds before we knowingly decide to buy our brains react. If retailers can tap into those few seconds of subconscious they can use the information to make crucial decisions…
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