Comments on: Newsflash: Advertisers and Neuroscientists team up… for Mind Control http://dc-strategic.com/2008/01/07/newsflash-advertisers-and-neuroscientists-team-up-for-mind-control/ Thu, 21 Aug 2008 18:59:08 +0000 http://wordpress.org/?v=2.0.3 by: Neuromarketing http://dc-strategic.com/2008/01/07/newsflash-advertisers-and-neuroscientists-team-up-for-mind-control/#comment-17707 Tue, 08 Jan 2008 13:43:13 +0000 http://dc-strategic.com/2008/01/07/newsflash-advertisers-and-neuroscientists-team-up-for-mind-control/#comment-17707 Dominic, while I agree that searching for a magic "buy button" in the brain is a fool's errand, I don't think the entire field of neuromarketing can be dismissed so easily. Focus groups and surveys are woefully inadequate when it comes to teasing out inner motivations, assessing future intentions, etc. Techniques being used in neuroeconomics labs as well as in neuromarketing offer the opportunity to better answer these questions. Personally, I think the real promise of neuromarketing isn't better ads, but better products. Merely asking people whether they want a particular feature or which design they prefer isn't likely to yield results as accurate as directly measuring the emotional response to those same characteristics. Roger Dominic, while I agree that searching for a magic “buy button” in the brain is a fool’s errand, I don’t think the entire field of neuromarketing can be dismissed so easily. Focus groups and surveys are woefully inadequate when it comes to teasing out inner motivations, assessing future intentions, etc. Techniques being used in neuroeconomics labs as well as in neuromarketing offer the opportunity to better answer these questions.

Personally, I think the real promise of neuromarketing isn’t better ads, but better products. Merely asking people whether they want a particular feature or which design they prefer isn’t likely to yield results as accurate as directly measuring the emotional response to those same characteristics.

Roger

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