How I see Neuromarketing is as more sophisticated, automated and technologically oriented strategy of Marketing. Historically the intention of marketers has been capture the sensitive side of customers to induce them to buy things. The all new trend that uses odor recognition or brilliant colors to create an attractive environment during shopping is just an updated version of the former marketing techniques such as the ad-driven campaigns where the words used on it or the ad’s size were determinants.
Everything seems to be a balance. The new technology and global communication have allowed customers find faster and in an accurate way the perfect match of products or service for their needs. It would not be logical that in this fast-pace world of innovation, marketing does not align with it. Moreover, we are going to create a new caste of educated consumers who are going to be able to distinguish their needs vs. what they want and also be aware of the existence of these novel techniques to hook up audience for particular product. As in others science such as sales, people has the final decision over a purchase, they can read your mind, induce you to decide between two similar goods, but at the end of the day, I believe in the right judgment of the smart customers.
So, let’s support Neuromarketing !!
Neuromarketing is an important technological tool and it will definitely result in better understanding of consumer behavior. Saying that "nothing bad can result from this original approach of vendors and scientists," is just naive. Understanding people's wants and needs on a sub-conscience level and marketing to those needs could be worse than cloning ourselves. Knowing what people are thinking, without consent, is in my opinion a dangerous technology.
ReplyDeleteAs a whole I see neuromarketing as a positive thing, helping to define customer's needs. Although there are issues concerned with privacy, I think that the benefits outweigh those issues, as discussed in this article. Let's just hope that there will be limits set to control the extent of power given to neuromarketers.
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ReplyDelete"Nothing bad can result from this original approach of vendors and scientists. The history has shown that science has been used in a positive and rational way, if that was not the case we would have already clone ourselves to do our jobs at work while we were lying on the beach enjoying the landscape."
ReplyDeleteYou seem to embrace technology very well, which is a great thing. However, I believe that you fail to overlook the fact that it is not technology itself that constitutes a bad thing or a good thing. It is the way we use it that determines its nature. And contrary to your belief, I do think that there have been several occasions where technology has been used for terrible purposes. For example, weapons, such as guns, have been used to commit massive crimes in our society. In fact, even a fork may be used to hurt someone, but of course, it is perfectly legal as, in its right context, it helps many people carry their food to their mouths. However, neuromarketing may very well be the next misuse of technology -- that is, if it actually works as intended.
Moreover, I agree that these brain scan technologies should continue to evolve and develop within time, but they should do so where they belong: in the hospitals. Here, they are used to improve the wellbeing of others, elsewhere they may be used to deceive others and violate them of their right to rationally choose the products they would like to purchase.
On another note, do you truly think we have the technology to “clone ourselves to do our jobs at work while we are lying on the beach enjoying the landscape?” I think if we did, we would have already done it, and instead of lying on the beach, we would use our talents in superior ways. But of course, that calls for another argument and another blog!
Remember, don’t soak up just the good; take a moment to also look at the bad and ugly!
Source:
e-marketinggoodbadugly.blogspot.com
http://www.thetriplehelix.org/content/neuromarketing-who-decides-what-you-buy-0
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ReplyDeleteI agree with your opinion that technology will be important part of marketing strategy. However, although neuromarketing will enable marketers to measure some consumer preference through physiological data, it does not tell how consumers behave. It is like polygraph test because physiological test may tell truth, but we can’t rely on its result since there is no evidence.
ReplyDeleteThere is often discrepancy between behavior and value/belief. Even though neuromarketing measures some consumers’ preference, a lot of external environment factors affect consumers’ behaviors. Since neuromarketing does not take into account any external factors such as cultural difference and economic condition, it is very hard to tell how effectiveness of neuromarketing.
Consumers’ behavior depends on how they solve their cognitive dissonance. According to an article, they solve their dissonance in three ways:
1. Change their behavior
2. Justify their behavior by changing the conflicting cognition
3. Justify their behavior by adding new cognition
As we can see, it is very difficult to predict consumers’ behavior because their behaviors always change in different situation. I believe that neuromarketing works. However, marketer must conduct traditional marketing to pay close attention to consumers.
Resource:
http://changingminds.org/explanations/theories/cognitive_dissonance.htm
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ReplyDeleteI agree that technology advances are for the benefit of humanity, the question is the right use of these new tools, as history has shown science progress can have two sides. One example can be found in the use of Nuclear Technology that help to produce energy solutions for part of the population but also can be use with harmful purposes. Other example is the controversial use of Biotechnology, that when is wrongfully used could affect consumer’s health. After all I think that Neuromarketing should be use in positives ways to help customers and the environment.
ReplyDeleteSource: http://encefalus.com/neurology-biology/neuromarketing-neuropolicy-center-emory/
I agree with the fact that Neuromarketing "is as more sophisticated, automated and technologically oriented strategy of Marketing." But I can not help but think on the privacy and possible ethical consequences for this discipline. Since is a very new way of doing marketing research, we still have to see how it evolves and what possible complications arise, before I can completely condem the use if it..... We should defenitely keep a close eye to it!
ReplyDeleteI do belief that neuromarketing is most definitely the wave of the future, more and more in the recent past and presently neuromarketing has provided companies with new ways of devising marketing tools that will allow them to portray their products to their clients in a customized and much more sophisticated way. Neuromarketing is increasingly becoming a vital instruments for companies to better understand and analyze their customer's specification limits and demands, as discussed in this article, Neuromarketing: The Future of Marketing? I just believe that we as customers should also be a little cautious and make sure that companies do not take advantage of these tools to Take Advantage of US!
ReplyDeleteOverall, I am in a accord with the points you mention; consumers need to have good judgment and neuromarketing can easily help corporations achieve much better performance. However, you mention "Nothing bad can result from this original approach of vendors and scientists." I completely disagree. The ethical and privacy implications resulting from the neuromarketing approach are immense. Is it really right for scientists and marketers to pry deeper into our minds and develop more noxious advertising? I don't believe it is fair for companies to be able to trigger activity in our brains that will favor companies and benefits to them. Surely there is scientific merit to neuromarketing but I don't believe it overweighs the negatives of companies being able to take over human behavior and control human decision making. Neuromarketing surely results in bad consequences that must be considered and evaluated.
ReplyDeleteSource: http://www.commercialalert.org/issues/culture/neuromarketing/playing-with-your-mind-is-neuromarketing-research-giving-advertisers-the-keys-to-your-decision-making