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Vicky Phan
eople who have found themselves indulging in clothing trends, jiving to mainstream music, or frequenting the local Starbucks can see that companies spend billions a year researching how to perpetuate such conformity. What people may not know is that the advertising itself is becoming far more scientifically advanced. Neuromarketing is an emerging branch of neuroscience in which researchers use medical technology to determine consumer reactions to particular brands, slogans, and advertisements. By observing brain activity, researchers in lab-coats can predict whether you prefer Pepsi or Coke more accurately than you can. Critics have already begun to denounce the idea for its intrusiveness; however, though the field is already highly controversial, there is no doubt that its continuing development will ultimately have a profound impact on consumerism and the overall study of human behavior. In Americas capitalist society, advertisements drive our everyday lives. While the idea of actual mind control may seem far-fetched and unrealistic, the fact remains that the
Malls are a prime example of where plenty of Neuromarketing takes place, such as here in Plaza Blok M. Mall in Jakarta, Indonesia. Reproduced from [8].
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An example of a functional MRI Scanner: UC Berkeleys Varian 4T. Reproduced from [9].
For mental imaging, the machine measures the amount of oxygenated blood throughout the brain and can pinpoint an area as small as one millimeter [6]. The harder a specific area of the brain is working, the more oxygen it requires; so when the fMRI machine scans the brain, it picks up on the areas with concentrated amounts of hemoglobin and displays
Smidts in 2002, and the general premise of the research was not widely recognized until the first neuromarketing conference in 2004. However, the potential results and subsequent discoveries about human responses to the media are causing this infant branch of science to rapidly gain popularity [4]. The infamous Pepsi vs. Coca-Cola experiment, in which scientists studied the motivation behind brand preferences, was what first put early neuromarketing in the spotlight. The researchers observed that although Pepsi and Coke are essentially identical, people often favor one over the other. They subsequently sought to investigate how cultural messages work to guide our perception of products as simple as everyday beverages [7]. The experiment was simple: there were two taste tests one blind and one in which subjects knew which beverage was whichand the researchers observed the corresponding brain activity. When volunteers were unaware of which brand they were drinking, the fMRI showed activation in the ventromedial prefrontal cortex, a basic reward center, when they drank Pepsi. However, when the subjects knew which soda was which, the scans showed brain activity in the hippocampus, midbrain, and dorsolateral prefrontal cortex (which are centers for memory and emotion), in favor of Coke. So essentially, people actually liked the taste of Pepsi, but they were more inclined to believe that they preferred Coke, based off of nostalgia and emotional connections. From these results, the researchers determined that a preference for Coke is more influenced by the brand image than by the taste itself [4].
THE TRIPLE HELIX Easter 2010 15
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The outcome of these studies is intriguing and even a bit entertaining; however, upon a second glance, it can also be alarming. The fact that a series of ads could actually cause your brain to believe something that contradicts what the rest of your body thinks is unnerving, to say the least. Because of this, there is a growing amount of controversy surrounding the subject of neuromarketing.
to win the publics attention would be worth the cost for many advertisers. Like all new scientific advancements, neuromarketing is thus far merely a research tool. Marketing expert Martin Lindstrom views the area of study as simply an instrument used to help us decode what we as consumers are already thinking about when were confronted with a product or a brand [6]. In either case, the studies would reveal more intimate details about human thought-processing and decision-making on a broader scale. So the question remains: Is neuromarketing a step forward in understanding the human mind, or is it an invasive marketing ploy geared toward demolishing privacy and personal opinion? As of right now, nobody seems to be sure. Though there is always the possibility that this technology could be exploited for immoral purposes, one could say that any scientific discovery has the same potential for misuse in the wrong hands. The best way to limit the medias influence is to educate ourselves about the science and to be more deliberate with our decisions; a well-educated consumer is less likely to make rash judgments based on unfounded claims. Still, knowing that companies have people researching how our minds work probably wont stop most of us from pining after all of the latest products we will always have commercialism to thank for that. Vicky Phan is an undergraduate from University of California, San Diego.
seduced_by_the_flickering_lights_of_the_brain/ 6. Lindstrom, M. Buyology: Truth and Lies about Why We Buy. New York: Doubleday; 2008. 7. McClure, SM, Li J, Tomlin D, Cypert KS, Montague LM, Montague PR. Neural Correlates of Behavioral Preference for Culturally Familiar Drinks. Neuron. 2004; 44: 379-387. 8. CC-BY, Jonathan McIntosh. Available from: http://commons.wikimedia.org/wiki/ File:Mall_culture_jakarta01.jpg 9. PD. Available from: http://commons.wikimedia.org/wiki/File:Varian4T.jpg 10. CC-BY, Ralph Unden. Available from: http://www.flickr.com/photos/ ralphunden/245218460/
Do you really prefer the taste of Coke over Pepsi, or do you just prefer the brand? Reproduced from [10].