“Advertisers peddle everything from hamburgers nto theme parks with promises of pleasure they all want want to push our secret buttons nbillions are at stake and the business of grabbing has become a real mind ngame. But is there any way to guarantee that their product pitch will scratch. My itch. Doctor.
Steve miller. And the folks at neurofocus nin. Berkley. California are trying to master.
Just that it s a kind of synaptic salesmanship. Called nneuromarketing you re at neurofocus and you re at the nneurofocus laboratories. We conduct neurologic testing to do research. Non marketing and advertising and we are going to put 64 sensors on top of your scalp and nthey collect data 2000.
Times a second while you respond to marketing and advertising. I have a pretty awesome brain so what can nyou narrow down the focus of what you re looking for well. We want to both get your conscious and nkind of your subconscious responses. So that we can look at what grabs your attention nwhat you have an emotional response to and what kind of things you re going to remember nafterwards.
Before he monitors. My brain steve needs to ncalibrate my eyes. So he knows exactly what part of an ad. I m looking at the middle center middle center is number five middle right lucky number seven once i m dialed in i put on this stylish ncap now the electrical signals in my noodle will nbe picked up by sensors on my skull and the neurofocus team thinks it can make sense of nthose signals.
All i have to do is kick back watch a movie nand let my thoughts do the talking let s wiretap..
My brain the images and music stimulate my brain and nthe sensors in my cap record. My mental activity mapping out my thoughts and feelings means ntracking different parts of my brain. None of which is easy to pronounce when i focus on an image. Two brain regions nfire up the lateral prefrontal cortex and the occipital cortex.
If an image elicits. An emotional response nthe interior. Frontal gyrus and the amygdala start buzzing when i store something in my memory. The hippocampus kicks into gear.
Now if all those areas are revved up at once nthere s a good chance the images. I m seeing are making me feel pleasure steve. Now knows nwhat. It takes to turn me on the whole experiment takes only two minutes cool.
So tell me about the video. What kind of nthings do you recall there were really delicious scenes in there nthe berries looked awesome a lot of the people looked awesome and they were pretty much having na great time unfortunately. Awesome isn t quite enough nto describe what went on in my head so for every image. I saw the computer recorded a ncorresponding read of my attention.
My retention and my emotional engagement. Attention tells it that i m focused on the nimages. And not nodding off retention measures. How well i ll remember nan image and my emotional response suggests that i nlike what i saw well enough to buy it and that s the bottom line describing to nthe adversities.
The precise combination of factors that will motivate me to shell out nsome cash..
Some images illustrated basic pleasures like ndelicious food. There s a network that deals with your recognition. Nor your thoughts feelings about pleasure. Kind of that early man that primitive component nthat.
Just ugg ugg food fight. Shelter food right. Yeah. So are you saying.
I m primitive. Well everybody has a primitive component nright. We still have to make sure that we eat right true. Other images were more nuanced.
They require context to understand and would nonly suggest pleasure to a modern man who needs a vacation. So i can derive pleasure from both the primitive nand. The more complex and you re able to tune in to the different channels. Maybe in nthe different areas of my brain to help kind of tease out what i derive more or less pleasure nfrom.
Absolutely yeah. I would love to bring a primitive man into nyour lab. Hook. This awesome hat up to him and see how he reacts to the concept of vacation.
Yeah golf that s right or golf yeah what are you doing that s not what you do with a stick you beat people with a stick the system doesn t just measure the obvious npleasures with work it can pin down very specific desires..
I may not beat people with sticks. But this nthing has got me pretty dialed in if i wanted to individualize a communication nfor you obviously i could go with the kind of the dessert tray. You know that s an ideal video frame for me by knowing precisely what fascinates and delights nus. Advertisers can tailor their messages to answer.
The exact yearnings or aspirations nthat will turn us into customers. I really believe that the way that individual npreferences are moving. We re not going to be happy if somebody gives us a general nadvertisement. We really want stuff that s targeted for nus.
So my brain is going to tell me what i like nwithout. Me having to consciously be aware of it i like this future of course. There s a darker side to all nof. This with the power to make us act.
This pleasure nprinciple can be used by those who control it to manipulate our minds into fulfilling ntheir dreams instead of our own today. When we walk down city streets. We ncan tune out most of the messages that bombard us. But 20 years from now they may not be nso easy to ignore.
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