As part of new scientific fad, companies have started utilizing neurotechnological devices to gain insight the buying decisions of consumers. By using Functional Magnetic Resonance Imaging (fMRI) and Electroencephalography (EEG), companies are able to tract the electrical activity that occurs in the brain as the subjects view a products, advertisements and packaging.
Brain-imaging tests are now thought to be more accurate than the previously used method of focus groups. As Dr. Gregory Berns, a psychiatrist at Emory University stated, "we can use brain imaging to gain insight into the mechanisms behind people's decisions in a way that is often difficult to get at simply by asking a person or watching their behavior."
source: fastcompany.com
By abandoning the practice of behavioral studies for guidance, companies are learning how the human brain makes the on-the-spot, subconscious decisions.
Brain-imaging tests are now thought to be more accurate than the previously used method of focus groups. As Dr. Gregory Berns, a psychiatrist at Emory University stated, "we can use brain imaging to gain insight into the mechanisms behind people's decisions in a way that is often difficult to get at simply by asking a person or watching their behavior."[1]
Here are some corporate examples:
1. Electrode-studded skull caps have been used by the car company Hyundai to judge what they think about different parts of the car[2].
2. Executives as PepsiCo compared the packaging of their chips. They found that the bag that was matte, beige and have pictures of potatoes didn’t trigger any activity in the anterior cingulated cortex, which is the area of the brain that is creates feelings associated with guilt. Shiny bags with pictures of potato chips, however, did generate this activity.
In 2004, P. Read Montague of Baylor College decided to remake the Pepsi Challenge that originated in the 1970s. Only, instead of just blind taste tests, he used an fMRI machine to show the brain activity. He gave 67 people a blind taste test and found that all volunteers showed activation of the reward center of the brain and their preference was split down the middle. However, Montague repeated the experiment and told the subjects which one was Coke and Pepsi. Three-fourths of the subjects suddenly preferred Coke. However, what was most telling was that not only were the reward systems active in the brain, but the memory regions in the medial prefrontal cortex and hippocampus lit up[4]. This showed the memory of a product plays a large role on our opinions and the effect commercials and prevalence of product has on us.
Like with any practice, there are critics to their new form of neurotechnology. Some believe that companies are now only exploiting people by creating addictions and cravings in unsuspecting people. Also, the practice is costly and prevents some companies from participating.
However, it cannot be argued that the practice isn’t beneficial to companies in promoting their products. This form of neurotechnology sets to dissect the larger question of how we make the decisions that we do.
[2] Burkitt, Laurie. "Neuromarketing: Companies USe Neuroscience for Consumer Insights." Forbes.com 16 Nov. 2009. Forbest.com. 29 Oct. 2009. Web. 17 Nov. 2009. .
[4] Randall, Kevin. "Neuromarketing Hope and Hype: 5 Brands Conducting Brain Research | Integrated Branding | Fast Company." FastCompany.com - Where ideas and people meet | Fast Company. 15 Sept. 2009. Web. 17 Nov. 2009. .
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