Neuro-Marketing & Post-Truth

I checked for a definition of Neuromarketing and I produce below one of them,

Neuromarketing is a new field of marketing which uses medical technologies such as functional Magnetic Resonance Imaging (fMRI) to study the brain’s responses to marketing stimuli. Researchers use the fMRI to measure changes in activity in parts of the brain and to learn why consumers make the decisions they do, and what part of the brain is telling them to do it…

Neuromarketing will tell the marketer what the consumer reacts to, whether it was the color of the packaging, the sound the box makes when shaken, or the idea that they will have something their co-consumers do not.

It is a known fact that advertising is not done (most of the cases) to tell the facts about the product, but to make them buy. In the post-truth world, developments in neuro-science are applied in the field of advertising. There is probably nothing wrong in it; (I am not sure whether there is question of truth in advertising). This is a good link for examples.

But I am more interested (& more worried) when these techniques are used in other fields.

  • A campaign for elections focusing on the opinions/aspects that are pleasurable for the voters (it is ok till here) by denying or denigrating the facts.
  • The surveys and other data released by government is focused on something other than facts or when some facts are over-emphasized to side-track the whole truth.
  • When choices are made based on the first impression it can create rather than analyzing from a long term perspective (it is all the other more true with marriages, important career decisions)
  • When companies are ready to spend a major share of their capital for marketing research and much much less on product research.

images (1)Any company/institution/organization would and should use neuromarketing strategies to attract potential clients/customers. But if the client is held closer to the bosom of the company by means of further marketing strategies, and not by the depth of services provided, it is a dangerous trend. Schools should attract students by various strategies. But what you do to help them to grow is more important? Do you want to keep them just happy and pleasurable? Or are opportunities provided for holistic growth of each one.

Happiness and pleasure are significant components of life. But they shouldn’t direct all the actions of our life. I hope and wish we don’t loose depth for pleasure.

Hitler defined what is truth….. We said he is not eligible;

Some religious leaders tried to define…. We rebelled, critiqued it….

Dictators tried to define… We overthrew them…

Forget FACTs….Neuromarketing can help

We will define truth…. ARE YOU WITH US????







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