Despite your best efforts at concealment, your body constantly gives off signals. Watching a scary movie, you can try looking brave for your girlfriend – but your arm hairs are going to stand up. Likewise, though you tell yourself not to be nervous presenting to an audience of strangers – you’re still going to sweat.
What does this mean for marketers? Well, it’s not just thrills and nerves that elicit responses. Every experience triggers bodily signals, from watching TV adverts to something as simple as walking through a supermarket.