This Is Your Brain On Marketing
There are things people like and things they don’t, but 80 percent of that information is buried deep within the brain.
Marketers have long wanted to get inside the heads of their customers. The Globe and Mail recently reported on how a CalTech researcher did just that, by using brain-imaging technology.
Steve Quartz, director of Caltech’s social cognitive neuroscience laboratory, and an assistant watched field magnetic resonance imaging (fMRI) of the brains of people in a focus group as they were shown an array of product images. The idea was to detect which parts of a brain responded to items perceived as “cool” and “not cool.”
That detection showed the flow of blood to parts of the brain, where scientists think 80 percent of what goes on stays in the subconscious, the report cited. Those areas of the brain govern concepts like “identity, memory, fear, disgust and reward.” That’s the kind of information marketers never get to see, until now.
The concept of neuromarketing has its critics. A group called Commercial Alert asked Congress to look into the practice last year. The group’s leader sees some serious problems with the potential abuse of neuromarketing, as the Globe and Mail noted:
David Utter is a staff writer for WebProNews covering technology and business. Email him here.