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Neuromarketers Pick the Brains of Consumers

Posted by Soulskill on from the ask-me-no-questions-and-i'll-tell-you-no-lies dept.

Pickens points out a story at The Guardian about the development of neuromarketing, the method by which advertisers track signals inside the brain to roughly extrapolate how a consumer reacts to products and advertisements. We've discussed this technique in the past, but now consulting firms are appearing who have begun to use this research to increase the effectiveness of their marketing practices. The author also notes a paper which elaborates on the scientific details (PDF). "At McLean Hospital, a prestigious psychiatric institution run by Harvard University, an advertising agency recently sponsored an experiment in which the brains of half-a-dozen young whiskey drinkers were scanned. The goal, according to a report in Business Week, was 'to gauge the emotional power of various images, including college kids drinking cocktails on spring break, twentysomethings with flasks around a campfire, and older guys at a swanky bar'. The results were used to fine-tune an ad campaign for the maker of Jack Daniels."

5 of 166 comments (clear)

  1. Banks use it by Max+von+H. · · Score: 3, Interesting

    Until a few months ago, I was working for a finance training institute. One of the courses was teaching neuromarketing techniques to bankers, specifically in the way it's used to 'sell' certain kind of less-than-stellar banking products *cough* subprime loans *cough*.

    Seems to be working...

    --
    -- It's always darker before it goes pitch black.
  2. Re:It probably isn't illegal now ... by blueadept1 · · Score: 2, Interesting

    Are you one of those people who thinks marketers are evil and make you buy things you don't want? Their objective is to provide you with information that makes you want their product - a need already exists ("I need social acceptance" - or something along those lines). With this research, the marketers are merely helping you fulfill this need by pushing past other products' attempts to get you to purchase them. I see nothing remotely illegal or unethical about this. If the subjects are doing this on their own free will, so let them.

  3. Re:It probably isn't illegal now ... by easyTree · · Score: 2, Interesting

    Their objective is to provide you with information that makes you want their product..

    Their objective _should_ be to 'open your eyes' and allow you to see that you need their product rather than use psychological techniques to alter your needs so that you want their product - (not so) subtle difference.

    I see nothing remotely illegal or unethical about this. It's a shame you don't see a problem; Luckily for me, I do.

    ..by pushing past other products' attempts..

    The marketing for the truly worthy products will have us walk past other products to buy the one true product.

    Taking your insightful comments as a whole leads us back to your initial point. It's clear that

    marketers are evil and make you buy things you don't want
    --
    Requiem for the American Dream
  4. Re:It probably isn't illegal now ... by somersault · · Score: 2, Interesting

    If marketing did not exist, you would walk into a store and purchase a random item off of the shelf (remember, no brand names, no fancy packaging!). In which case do you think you would find the better product? Wow, you believe that? I buy things that looks like they have ingredients that I like. Choosing a tin of soup for example is pretty easy just based on the writing on the tin. Of course I know that Heinz make good tinned products so I'm happy to buy them, but I also buy supermarket's own branded stuff too (noodles for 8p, yes please!). Your assertion that brand names and fancy packaging automatically make something a 'better product' for consumption is ludicrous.. the information that 'red bull gives you wings' is hardly useful information when it comes to choosing an energy drink. Marketers prey on people's inner needs as you say, but they certainly don't satisfy them for any length of time. There's a reason that developers resent marketing winning out over quality products (hint, Microsoft Win****)
    --
    which is totally what she said
  5. Re:It probably isn't illegal now ... by electrictroy · · Score: 2, Interesting

    I agree.

    Advertising, "Check out our new car; you'll love it," is fine with me, but when the advertising starts using techniques that can rewrite the brain, then it's crossed the line. (That's why subliminal advertising with 1 frame "buy me" or "you are sexy" images that sink directly into the subconscious part of the brain have been banned.)

    Go ahead and market your wares.

    But don't use brainwash techniques. That's as bad as hacking into somebody's computer & changing their personal data.

    --
    The government is not your daddy. Its purpose is not to raid middle-class neighbors' wallets and give it to you.