In the highly competitive, multi-million advertising industry science is increasingly becoming an important tool in determining exactly what types of marketing campaigns and products are related to the potential consumers, says Walter Helwich. This goes to the extent that a special branch of science is dedicated exclusively to give an insight into our brain in order to better understand what consumers really want. This hybrid of science and advertising, which is not really a novelty, and whose only goal is to sell a product, is called neuromarketing.
Red Orbit reports that experts such as Steve Sands from Texas are using Electroencephalography (EEG), functional magnetic resonance imaging (fMRI) and eye tracking technology to measure biological changes experienced by people in response to a marketing-related stimuli. Technology measures brain signals to the individual, changes in the blood and other physiological responses to determine what really, on a subconscious level, interests people.
Sands used his equipment to monitor the reaction of people on the commercials that are aired during the Super Bowl every year. For such a test, he recruits about 30 people and puts them glasses for eye tracking while connects them to an EEG machine in order to monitor their brain waves while watching ads that appear in the minutes of the most expensive time frame in the advertising industry.
Each moment we are witnessing more and more aggressive marketing, and now we are aware of the most cunning trick; through neurological processing of data from the human brain achieving the only goal – profit, and not the quality of the product. In this way, manufacturers will be able to find out how to sell us completely useless and maybe even harmful things. Will we be able to resist them it’s only up to us and our awareness and consciousness of the wiles of propaganda, concludes Mr. Helwich.
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