Diana Derval Bücher

Focusing on the intersection of sensory science and neuropsychology, this book offers insights into building successful luxury brands. It features compelling business cases from renowned names like Tesla, Chanel, and Louboutin, spanning multiple industries. Groundbreaking scientific methods, including the Derval Color Test®, are discussed to predict luxury consumer behavior. With practical examples and experiments, readers are equipped to innovate and enhance luxury branding strategies, encouraging a fresh perspective on the luxury market.

The book explores how biological factors shape consumer behavior, challenging the notion that differences among customers stem solely from cultural or emotional influences. It highlights recent neuroendocrinological research demonstrating that individual preferences and decisions are significantly affected by the body's sensory systems. For instance, variations in taste bud sensitivity can influence choices in food and drink, revealing that rationality in consumer behavior is often rooted in biological perception rather than mere cultural differences.