Arment Dietrich

Is Neuromarketing Good for Us?

By: Arment Dietrich | November 18, 2010 | 
10

A recent article in the New York Times illustrates how neuromarketing will soon be a part of our everyday lives.

New studies show there is scientific evidence on how to manipulate the brain’s electrical frequencies when watching TV and, specifically, commercials. This is called neuromarketing.

The idea behind neuromarketing is that advertisers tap into our subconscious, causing deep responses to certain stimuli. (Not far off from subliminal messaging, in my opinion.)

The article explains,Neuromarketing’s raison d’être derives from the fact that the brain expends only 2 percent of its energy on conscious activity, with the rest devoted largely to unconscious processing. Thus, neuromarketers believe, traditional market research methods — such as consumer surveys and focus groups — are inherently inaccurate because the participants can never articulate the unconscious impressions that whet their appetites for certain products.”

Gini Dietrich wrote about the idea of neuromarketing around customer-focused organizations last month so I get that it’s happening. I mean, some of the world’s top brands are already involved in this kind of research (such as Google and Disney).

But personally, I don’t know how I feel about it. If my subconscious responds and wants me to go buy a certain type of shampoo, I must really want it then, right?  Therefore, I would be happy with my purchase?

The concept is not going to get us to go out and empty our bank accounts on buying a boat, but it may persuade you to vote one way instead of the other. If we allow neuromarketing into our advertising efforts, is there a way to draw the line when it comes to more serious things such as politics?  Or is it now up to us, as consumers, to truly educate ourselves? Will the idea of neuromarketing force us to be more intelligent or will it bring us to a zombie state-of-mind?

Is all fair in the neuromarketing war?

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10 Comments on "Is Neuromarketing Good for Us?"

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jennimacdonald
jennimacdonald
5 years 8 months ago

Great article Molli. This is a major thing that we need to be thinking about and be conciously aware of in the future.

I do not know how we could draw the line with today’s technology. I’d love to hear your thoughts on that.
Thanks,
Jenny

HowieSPM
HowieSPM
5 years 8 months ago

I just read your post and have a sudden urge to drive to McDonald’s and buy a McRib. Very strange.

Human’s are only semi-rational in behavior. I wonder if this ties in with the scary Radium One announcement today. I am curious how much of this really works vs something being sold to Brands …like Facebook Fan Pages! And is it measurable?

SamanthaCollier
SamanthaCollier
5 years 8 months ago

I’ve heard about subliminal messaging before (Eat POPCORN) but never this. I’d be interested to see how professional services use neuromarketing in the future. Would their be a disclaimer? 🙂

SamanthaCollier
SamanthaCollier
5 years 8 months ago

I’ve heard about subliminal messaging before (Eat POPCORN) but never this. I’d be interested to see how professional services use neuromarketing in the future. Would there be a disclaimer? 🙂

HowieSPM
HowieSPM
5 years 8 months ago
@SamanthaCollier Trust me there will be no disclaimer Samantha. Not sure if you read about what Radium One is doing but they are going to implant stuff on websites to watch your every move with the ultimate goal of tricking you to become a Fan on Facebook. None of this is Opt In. I was very upset. Consumers do not trust Advertising to Regulate itself. Yet the Industry wants to self regulate. Which we already saw works great ie: Housing and Banking meltdown. It should be Opt In. All Advertising efforts should be. I am just dubious on the results.… Read more »
Neuromarketing
Neuromarketing
5 years 8 months ago

The great potential of neuromarketing isn’t to make our brains want stuff, but rather to determine what we really want and enable companies to deliver that.

Roger

jennimacdonald
jennimacdonald
5 years 8 months ago

@HowieSPM
Yeah I usually have that effect. Thanks for the laugh.

I was not aware of what Radium One is doing. Thank you for bringing it to my attention. I am definitely interested in researching that more.

I agree that it should be Opt In but with today’s technology and that of the future, theyll be able to get away with not asking for permission.

MolliMegasko
MolliMegasko
5 years 8 months ago

@Neuromarketing This is assuming companies and campaigns are all ethical. The line will be drawn when campaigns know what we want, say it has that so we buy it or vote for it, but in reality, it might not.

ginidietrich
ginidietrich
5 years 8 months ago

@SamanthaCollier For some reason, I’m craving popcorn.

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