Neuromarketing: The Future of Advertising

In Morgan Spurlock’s movie, The Greatest Movie Ever Sold, there is a scene where they discuss neuromarketing. Spurlock is put into an MRI machine and shown product images.  The information obtained showed dopamine was released when he looked at images of Coca Cola.  His desire for the product was actually visible on the brain scan. 

What is neuromarketing?  Tech.FAQ defines neuromarketing as, “a field of marketing that involves studying the way people react to marketing techniques and adjusting those techniques to maximize sales and inform the public about a specific product, idea, or campaign. Neuromarketing includes the use of biometric sensors, social studies, and subliminal messaging. While neuromarketing is a relatively new technique, it has been widely implemented in recent years and nearly every marketing agency and medium-large company in the world now uses it.”

Just less than a year ago the question was asked:  Is neuromarketing the future?  AdvertisingAge stated, “Neuromarketing offers a chance to get accurate, factual data about the buying habits of target markets.” However, they also pointed out that, “At the end of the day, neuromarketing is still in its infancy. A technology that is unproven outside of laboratory conditions, prohibitively expensive, and potentially a legal minefield is a technology that requires a lot of capital and a solid brand to experiment with.”

The future may be here sooner than anticipated.  Combining neuroscience and marketing may just be the next big thing available through the use of apps.  ThreeMinds reported, “large companies like Google, Disney, Microsoft and Chevron have already begun to dip their toes in the neuromarketing waters.  And research vendors have responded, recently announcing the availability of portable EEG devices that can wirelessly transmit brain scans to iPads, as well as “full-brain home panels” for original research studies.”

Marketing professionals may be able to use this technology prior to products coming onto market.  Currently researchers from Duke and Emery are studying how products appeal to the human brain

iTunes offers a free series of videos from the University of Warwick about neuromarketing. In these videos, find out how “Cognitive neuroscience has revolutionized our understanding of the consumer’s brain – a fact with huge implications for business and marketing…you will hear from practitioners, clients and academics at the forefront of neuromarketing. Hear how neuroscience is being applied commercially to research and develop new products and services, improve the effectiveness of communications and boost revenue.”