“Apple’s connection with its consumers has gone way beyond the simply emotional,” Robin Lewis writes for Forbes. “It has succeeded by actually connecting with their minds. In our updated second edition of The New Rules of Retail, released in mid-August, we call this neurological connectivity.”
“We believe neurological connectivity is achieved when a retailer, brand or service creates a strong psychological and emotional response that operates on a subconscious level for the consumer in a way that is typically not readily understood nor necessarily recognized by the consumer,” Lewis writes. “As various research studies in the field of neuroscience have found, when people encounter an elevated experience, their brains release many chemicals. One in particular that has attracted a lot of attention is dopamine, which leads to feelings of euphoria, self-satisfaction and well-being, and which can also actually lead to addiction.”
“Simply stated, a brand or store has a neurological connection with its customers if those customers approach the store visit as they would a visit to the home of a good friend,” Lewis writes. “The trip requires almost no perceivable effort because they know it is going to be a fun and enjoyable experience.”
Much more gobbledygook here.