People study these things to control us. This is how they brainwash us. Neuromarketing / Neuroeconomics is a field of marketing research that studies consumers sensorimotor, cognitive, and affective response to marketing stimuli. Researchers use technologies such as functional magnetic resonance imaging (fMRI) to measure changes in activity in parts of the brain, electroencephalography (EEG) and Steady state topography (SST) to measure activity in specific regional spectra of the brain response, and/or sensors to measure changes in ones physiological state, also known as biometrics, including (heart rate and respiratory rate, galvanic skin response) to learn why consumers make the decisions they do, and which brain areas are responsible. Neuromarketing research is expanding rapidly in both academic and business sectors. In fact, certain companies, particularly those with large-scale ambitions to predict consumer behaviour, have invested in their own laboratories, science personnel and / or partnerships with academia. Companies such as Google, CBS, Frito-Lay, and A & E Television amongst others have used neuromarketing research services to measure consumer thoughts on their advertisements or products. In the late 1990s, both Neurosense (UK) and Gerry Zaltmann (USA) had established neuromarketing companies. Unilevers Consumer Research Exploratory Fund (CREF) too had been publishing white papers on the potential applications of Neuromarketing. Although the term, “Neuromarketing” was coined in 2002 by Ale Smidts, the bases for neuromarketing derives from the Greek Philosopher Plato(Chariot Allegory, Phaedrus 245c-249d) Plato’s chariot-drawn-by-two-horses philosophy was the first to link the human person to a human soul (mind). One horse symbolizes human emotion (system 1) while the other is a representation of human reasoning (system 2); however, until recently, the “black box” of the consumer was merely the horse of reason.[citation needed] Nevertheless, Plato’s chariot and two horse theory was disregarded as it was simpler to investigate, model and forecast reasoning of the consumer than predict their emotions (Miljkovic et al., 2010, p. 274). Consequently, the philosophy of Plato has evolved in the concepts of neuromarketing. An example of this is seen in the decision processing of neuromarketing, system 1 and system 2. System 1 and System 2: Based on the Neuromarketing concept of decision processing, consumer buying decisions rely on either System 1 or System 2 processing or Plato’s two horses and a chariot. System 1 thinking is intuitive, unconscious, effortless, fast and emotional. In contrast, decisions driven by system 2 are deliberate, conscious reasoning, slow and effortful. In consumer behavior, these processes guide everyday purchasing decisions. Nevertheless, Zurawicki (2010) believes that buying decisions are driven by one’s mood and emotions; concluding that compulsive and or spontaneous purchases are driven by system 1. The neuromarketing concept: The neuromarketing concept was developed by psychologists at Harvard University in 1990. The technology is based on a model whereby the major thinking part of human activity (over 90%), including emotion, takes place in the subconscious area that is below the levels of controlled awareness. For this reason, the perception technologists of the market are very tempted to learn the techniques of effective manipulation of the subconscious brain activity. The main reason is to inspire the desired reaction in person’s perception as deeply as possible.
Posted on: Sat, 20 Dec 2014 19:15:29 +0000
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