Neuromarketing

In: Science

Submitted By ekloi90
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Neuromarketing: controlling peoples minds?

05/04/2014

Special accessories that can gather specific brain waves and tell us how people’s minds react to certain things have been amongst us for decades but new technology can now tell us more precisely which certain parts of the brain activate as people have to buy products, make certain brand choices or have to watch advertisements. Today, every neuroscientist’s dream of being able to have a look into the brain while it’s active has become possible! Rita Carter, a science writer, uses a perfect quote to describe this new achievement: “Brain-scan machines are opening up the territory of the mind, the same way the first ocean-going ships once opened up the globe.” Neuromarketing is the application of neuroscience into marketing to improve the ways of selling products. The application of brain-scan technology to marketing, especially the use of fMRI, a new device that captures images of the brain while it processes information, gave importance to this event. Ale Smidts, professor of marketing research, is who have gave the name to this new application in 2002 and Gerry Zaltman, professor at Harvard, is the first marketing specialist to introduce fMRI as a marketing technique. However, the idea of neuromarketing has been around for about forty years, even if no one had given a name to it until today. Neuromarketing is an improvement on the way that scientists a look inside people’s heads with devices. In the late 1960’s people were already using pupilometers, devices that measure how the pupil dilates to indicate peoples’ interest while looking at print advertisements. At the same time in marketing people were playing with GSR, a device that measures the skin’s reaction, as a possible but much less precise indicator of people’s mental response to advertisements and products. Later, we developed new…...

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