Marketing techniques now a days have definitely evolved from the old school ways, the typical focus group within an age range, to test new products and such. Now, marketing is taking a whole new approach, which is to investigate how your brain waves respond to the stimuli of TV advertising. The way this is done is by using " EEGs, M.R.I.’s, eye-tracking — or in older biometric methods that track skin, muscle or facial responses to products or ads." (Making Ads That Whisper to the Brain). Now the next question is, can they plant an idea in your head? (Just like the movie 'Inception'), creating consumer zombies that are brainwashed into buying things in many instances they don't need..... People in general already buy what they can't afford and/or don't need, they definitely don't additional help in this area.
On the other hand, this concept of "planting an idea in your head" might be somewhat of a stretch, but it doesn't mean they can actually do it, and that all they do is "distinguish whether a person’s emotional response is positive or negative" says Dr. Robert T. Knight, a professor of neuroscience and psychology at Berkeley as well as the chief science adviser at NeuroFocus.
There is still some sense of discomfort, I would say, having your cognitive reactions measured. It seems like marketing research agencies have come to extensive lengths to do their market research, to the point were they need to measure consumer wavelengths to figure out how to best position their client's products. Possibly the concept of brainwashing might be taking it a bit too far, and maybe it's not even possible.... or is it?
Interesting perspective, I think the idea of manipulation has always been related to marketing. It is true we buy things we don't need and certainly can't afford because they make us feel good, however the real question comes when you ask yourself for how long?, how much time does it take for that good feeling to wear off?. Perhaps the objective of neuromarketing is not just to create needs into customers but to fully understand why? and how? do we act the way we do and maybe even find a way to make that feeling last for a long period of time. However it would not be a surprise to see a future where you would only see in a store window a electronic display customized to the result of some sort of biometric reading.
ReplyDeleteI agree that new marketing approaches are a bit intrusive. The normal consumer has no idea that companies are taking advantage of neuromarketing techniques in order for consumers to purchase their respective product/service. The use of such marketing techniques brings about new concerns consumers should be worried about(no one wants there brains to be played with).
ReplyDeleteHowever, there is two sides to every story and in Neuromarketing there are beneficial factors for both the user(companies that use Neuromarketing)and consumers. I assume the beneficial factor for companies is to know exactly what we want. This is something that should be determined in the market place and not in a science lab.
I believe they can certainly "plant an idea" into someone's head to influence heavily their decisions, although not as thrilling as in the film Inception. This kind of "manipulation" is not new; people are known for having the ability to convince others to buy a product, even one that they don't need. They're called salesman. And Neuromarketing is enhancing their researching capabilities to even get more involved with others' interests.
ReplyDeleteMost of the times, consumers are reluctant to informe themselves well about a product and base their decisions from another one's perspective, believing that they're more prepared to make one for them. To avoid this type of uncertainty and external motivation, the regular consumer must wake up and acquire enough information by their own hand. It feels like Neuromarketing is challenging, at a more deeper level, how people can be easily influenced when not ready to buy.
Honestly, I don't really see a whole lot wrong with the concept of "planting ideas." When we think about the different types of advertising out there, especially television, it is apparent that companies don't market their products to everyone. Specific times are chosen during specific programs to ensure that the target audience is reached, so the extreme idea of some sort of mass brain washing is a bit far fetched. However, I will say that this is one issue that probably sits on the edge of some ethical implications.
ReplyDeleteI also think that these issues may be receiving so much attention now because of our ability to record information with ever-increasing technology. Even before the age of neuro marketing companies used a litany of different methods to entice consumers. They were using neuromarketing strategies without even knowing. Though we now have the ability to fine tune marketing through these mediums, I don't see it as a large cause for concern.