Neuromarketing, no not the ……. probe!
by Bruce Wade on 24/03/10 at 8:30 am
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Marketing is once again looking to science to validate the existence for media campaigns and invasive images to barricade our view of the real world and to manipulate us into purchases we would not normally make. Neuromarketing (a new field of marketing that studies consumers’ sensorimotor, cognitive, and affective response to marketing stimuli.) looks at our response to marketing by taking pictures of our brains as we look at the latest car or house hold insurance offers. This is supposed to give the Creative Executive the information to tweak the colour, image or words to better stimulate us into a positive response towards the product.
My view is that they are looking at the wrong organ, scan my stomach when I watch adverts on TV and you will see the wrenching and discomfort, as I have to endure the intellectual handicapped campaigns that flash on the screen or those hideous speaking panels that they place just 2 inches from your face above the urinals.
To be honest as humans with a natural tendency to self-destruct, it is a no brainer to know what stimulates us all. Show images of two girls kissing, blue water and sandy beaches and a cute animal with tears in its eyes; three images that will stir the inner emotions of even the hardest heart or devout religious person.
If Neuromarketing is going down this route then when do we have the chance to place our values between what is raw animal attraction and what is morally or legally correct. Soon we will be all motivated, beyond our control, to lie on the beach with kissing girls and lots of those fluffy puppies running around sitting on toilet rolls. Ag shame, too cute, death.
Bruce Wade is a survivor of the corporate and NGO world, author, speaker, business owner and entrepreneur, Bruce now runs the Entrepreneur Incubator; a member based organisation dedicated to serving those in the trenches of business through coaching, mentoring and leadership education. View more articles by Bruce Wade.
Tags: advertising, Marketing
