More on Neuroscience and Marketing

SLiK812 writes "The NYTimes is running a story about how marketing companies are using neuroscience to determine how to reach a consumer's buy button more efficiently. A quote from the article, 'At issue is whether marketers can exploit advances in brain science to make more effective commercials. Is there a "buy button" in the brain? Some corporations have teamed up with neuroscientists to find out. Recent experiments in so-called neuromarketing have explored reactions to movie trailers, choices about automobiles, the appeal of a pretty face and gut reactions to political campaign advertising, as well as the power of brand loyalty.' Some groups have branded this as Orwellian. I pretty sure I saw the child of this tactic in Futurama somewhere." There's a related story in the The Independent. We've had previous stories on using MRI scans to market products.

Comments

Orwellian?

[Bingo Foo]

Folks, it's not Orwellian unless it is backed by a totalitarian state. Most of your fears would be better directed at a Huxleyan future.

Re:Orwellian?

[jafac]

True.

The political landscape of the US was changed forever when Nixon's election commitee began using modern marketing techniques to sell their candidate like a packaged product.

This science has been elevated to an artform by the likes of Karl Rove, who has become quite adept at figuring out how to push some people's "VOTE" button. And worse still, he's figured out how to get people so disgusted and turned off, that they abstain from voting altogether, leading to the abysimal voter turnouts of the last several elections.

Not more advertising, LESS advertising

[Lispy]

I wonder if I am the only one who feels he has been watching less ads in the last few years than ever before in my life. I now own a HD-based videorecorder that allows me to skip ads. What's more I feel my TV-consumption is at an alltime low due to crappy programming and the PC as a competitor. Although I find myself in need of a Robo-Cola from time to time. ;-)

Online I use Firefox with Adblock so I hardly read any ads on the web, ever.
I switched to Linux three years ago and my daily dose of desktop advertising (ICQ, Splashscreens, branded bootscreens) went down to zero.

While I am on the outside (beware) I am mostly reading books or listening to commercial-break-free MP3 music (during subway rides or on the bus) and when I am out at night I try to avoid "the hip joint (TM)" where all those guerilla-marketing groups show up. I prefer small, subculture clubs with decent pricing and good music (including hot AND smart girls).

So, I guess I am much less under the commercial thumb then I was back in 1995...

Re:Party Identification?

[drlake]

Nice to see that some of the mods don't bother reading the linked ads in the original message before downrating posts. My post was A) not off-topic and B) not trolling. Apparently irony is lost at times around here, but I'm not surprised.

To elaborate, there is nothing all that surprising about this for those of us who study politics, since modern politics is really about brand-marketing. Candidates are packaged and presented in ways designed to appeal to us on a gut level rather than with regard to their actual policy positions.

This is magnified by the role of political parties, since a candidates political party is in fact a brand. Over 60% of the electorate still consider themselves members of one of the two major parties. Most party members will vote for candidates of their party, regardless of what that candidate says or does. This holds even though most of those claiming party membership don't even know what the party stands for.

In political campaigns, the cognitive effects of this are readily apparent by listening to how people react to the different candidates. Those with stronger partisan identification will filter the 'news' in such a way that it more neatly fits their biases - ergo 'Coke tastes sweeter'.

Re:More than a buy-button

[wattersa]

Truth to be told, any sports car will trigger my buy-button, but can I afford to buy it?

"Thanks to our low introductory APR, you can!"

"Thought you couldn't own a Benz? Think again!"

"Let BMW Certified Preowned vehicles find you the car of your dreams...at a practical price!"

This is a science-- note that in the radio ads they never tell you what the APR is unless it's "zero percent" or close to it. They make you want the item with positive images and thoughts and they defer the "bad news" as long as possible until the very end of the transaction, after you've decided you want the item so even if you know you probably can't afford it, someone will "work with you" (with you, not on you, lol) to establish a sense of rapport that will make you think you're getting a good deal. Even if you back out, there's some hapless sucker who won't. Despite decades of study and improved learning techniques, human nature hasn't changed all that much.