Neuromarketing: A Brave New World of Consumerism? Essay Example

and approaches (Fisher 2010). The conflict between academia and industry persists in exploring the field of enumerating due to limited cohesion between the two. Private enterprises do not share proprietary information or publish findings, perpetuating this divide. Furthermore, more information about enumerating has been published in popular media compared to recognized peer-reviewed publications (Fisher 2010).According to Lee (2007), enumerating is the application of neuroscience methods in analyzing human behavior in relation to markets and marketing exchanges. Fisher (2010) defines it as marketing designed based on neuroscience research. These definitions provide an objective understanding of enumerating. As brain sciences continue to have a growing impact on our daily lives, social practices, and intellectual discourses, enumerating has become part of the "neuron" prefix fields, alongside neuroscience, neurasthenics, neuropathology, and neurotically. Collectively known as "neuromuscular", these fields and their brain-based explanations are influencing public perceptions of personal identity, responsibility, and causation (Fisher 2010).

Enumerating is important because it allows for unbiased objectivity and honesty when studying how individuals respond to market-based inquiries using neuroscience. Traditional self-assessment measures heavily relied on respondents accurately reporting their attitudes and past behaviors (Petty & Capitol 1983). However, it is believed that only 2 percent of the brain's energy is used for conscious activity while the majority is dedicated to unconscious thought and processes.Traditional market research methods, such as surveys and focus groups, are inherently inaccurate because they cannot capture participants' unconscious impressions that influence their preferences for certain products (Singer 2010). Moreover, these methods fail to access all relevant perceptual data, leading to potential measurement inaccuracies. Additionally, participants may have conscious or unrecognized desires to please or deceive the information gathering unit, further

complicating the accuracy of results. In contrast, physiological responses collected during research activities provide a means of measuring subjects' reactions that are difficult to control but not impossible to influence (Petty and Capitol 1983).

In the marketing industry, enumeration acts like a lie detector by extracting truthful responses from consumers. However, its potential extends beyond just obtaining honest answers. It offers marketers a transparent way to uncover previously inaccessible processes. This field enables marketers to gain a much deeper understanding of consumers compared to traditional techniques used in the past. According to Felt (2007), if effectively applied, science could yield extraordinary data power and precision that would enable marketers to target consumers more accurately.The use of broad and imprecise marketing tactics such as blanket coverage, shock tactics, or sexual imagery can be reduced by implementing this technology (Lee 2007). The research generated by an enumerating firm requires marketing mix considerations when presenting to the market. The current and potential application of this technology in optimizing each aspect of the marketing mix for utilities is a significant topic of discussion. Them Noble, Managing Director of 'Neurotics', a major player in the emerging enumerating industry, has stated that many big brands are using it but keeping it private. Nevertheless, enumerating has become essential in today's marketing mix (Fagan 2011). By using a suitable interpretation model to rationalize raw data, this technology can be applied to every aspect of the marketing mix. Product designers often refer to consciously generated studies of consumer preferences influenced by "normative expectations and social influences" (Figurate 2007).According to Singer (2004), survey research indicates that women often claim wrestler-turned-action hero 'The Rock' is unattractive, but

their brain activity suggests otherwise. When women watch him on screen, areas associated with attractiveness light up. In addition, Bruit (2004) states that certain products can activate the self-reward center of the brain similar to natural stimulants like sex, chocolate, and cocaine. This activation occurs due to the release of dopamine and endogenous opiates, which are linked to pleasure and lust. While this reaction does not guarantee sales, designs that create pleasure have a higher likelihood of being purchased (Figurate 2007). As for pricing strategies, Price Lee (2007) notes that ongoing research is necessary in this area. Exploring the temporal and spatial nature of brain activity could answer questions such as why prices like '$4.99' are perceived as cheaper than '$5.00'. By utilizing this technology, marketers can develop optimal pricing strategies and gain insight into how pricing perceptions are formed.Furthermore, stores have the potential to enhance the consumer experience and increase the likelihood of a sale by engaging customers' senses through stimuli like sight, sound, touch, taste, and smell. For example, if nonrecurring data suggests that consumers respond positively to touching jewelry, a personalized discount could be prominently displayed within their line of sight to encourage them to make a purchase (Wilson 2008).

The success of advertising messages in evoking emotional responses can be measured through promotion measurement. It is possible to make assumptions about subjects' unconscious thought patterns based on which areas of the brain are activated (Figurate 2007). The desired reaction that an agency wants to provoke with an advertisement - such as excitement, passion, hostility, humor, attention - can be mapped onto the brain and evaluated. If a specific brain area remains unaffected

after exposure to the advertisement, it is clear that the advertisement has failed this crucial test (Figurate 2007). Neural scanning may also have the ability to predict the level of advertising recall for specific advertisements according to SuchÃfear (2005).

The term 'enumerating' was first introduced by Atlanta-based advertising agency 'Birthrights' in a press release in July 2002. The agency announced the establishment of a new business division that utilized functional magnetic resonance imaging (fem.) for marketing research purposes (Wilson 2008;Fisher (2010) and The Economist's report on the mind of the consumer in 2004 discuss how Harvard Professor-Emeritus Gerald Coalman patented 'nonrecurring as a marketing tool' in the late sass's, prior to Brightness's suspicious press release. Joseph Tutor, a professor at the University of Pennsylvania, considers this technology as the latest version of past practices. Advertisers have been exploiting people's unconscious desires for years, as highlighted by Vance Packard in his book 'The Hidden Persuaders' from 1957. This technology delves deep into consumers' fears, desires, motivations, and preferences, sparking debates on whether we should embrace or fear it. While controversy has always surrounded this technology to some extent, much of it is a rehash of previously disputed territory now intensified by this new mechanism.

The debate revolves around whether using technology to understand consumer desires benefits them or manipulates them. Matching products with people is often seen as the primary goal of marketing for many organizations and individuals. Rarely (2010) explains that marketing serves both designing and presenting products that align with consumer preferences and facilitating the decision-making process for consumers.

Determining whether marketing is ethical or unethical is a case-by-case determination rather than a generalized assessment. According

to Relational (1999), factors such as moral reasoning, organizational ethical climate, level of economic development, and cultural dimensions contribute to principled business practices or hinder the establishment of a unified ethical framework. On an individual level, Murphy (2005) proposes that virtues and character ethics can be assessed based on five core virtues: integrity, fairness, trust, respect, and empathy.

Understanding the context of enumerating involves recognizing the moral heterogeneity and concerns regarding the ethical implications of neuron-techniques. There is anxiety about the potential for these techniques to probe the subconscious mind and unduly influence consumers, turning them into unknowing shopping robots. According to Singer (2010), some consumer advocates believe that enumerating is akin to "brainwashing," which combines branding and brainwashing. They argue that neuroscience findings and methods have the potential to threaten consumers' ability to make choices freely (Greene, 2003).

The controversy and paranoia surrounding enumerating science has prompted Senior and Senior (2008) to develop 'A Manifesto for Enumerating Science' in order to address ethical concerns and alleviate fears. The Advertising Research Foundation (ARF) has collaborated with major operators in the field to establish the 'Northeastwards Initiatives' agenda, aimed at determining ethical working principles. Concurrently, advancements in neuroscience research and neuromuscular have contributed to the growth of the academic discipline of neurotics. Despite progress in ethical governance, critics argue that our current legal and social structure is ill-equipped to handle technologies designed for subconscious persuasion. Singer (2010) suggests that if advertising intentionally bypasses rational defenses, then legal protections for advertising speech need to be reevaluated. Additionally, it is cautioned that increased usage of enumerating will bring about numerous legally and morally ambiguous issues.The issues discussed in the

text include ownership rights of brain scans, whether scans can be sold to others, and how to handle extraneous information revealed by the scans (Wilson 2008). Various instruments used in research are positron emission tomography (PET), magnetoencephalography (MEG), functional magnetic resonance imaging (fMRI), electroencephalography (EEG), galvanic skin response (GSR), eye tracking technology, electrocardiography, and electromyography. It is important to note that interpreting measurements obtained from these instruments depends on the interpreter's ability to correlate bio-readings with mental/emotional states and translate them into actionable information. Recent studies have shown that traditional preference tests may not stimulate the emotional centers of the brain. However, emotion plays a crucial role in marketing, and by monitoring brain activity, we can determine if an emotional connection has been established according to people quoted in Harris (2006). Unfortunately, although these results can show activation related to specific imagery, they cannot accurately predict outcomes. Importantly, there is no direct relationship between arousal, behavior, and purchase intent as stated in Figurate (2007).According to James (2004), during early childhood, a person must only act on arousal. Some critics argue that there is a 'buy button' in the brain, but current evidence suggests that purchase decisions involve multiple cognitive processes and cannot be simplified to one area of activation (Rarely 2010). However, Joey and Kilts, CEO and founder of Brightness, believe that understanding how people develop preferences through enumeration can lead to changes in company behavior and improve advertising ethics (Singer 2010). To test the effectiveness of enumeration, New Scientist magazine conducted a study where 19 readers were shown three alternative covers and one was ultimately selected. This experiment resulted in a 12% increase in

sales compared to the previous year and became the second highest selling issue of the year (Tartan 2010). There is limited published information confirming or denying the predictive ability of enumerating in the marketplace. However, numerous global companies use this technology as part of their brand research efforts (ARP Announces Groundbreaking Northeastwards Study 2010; Rarely 2010; Figurate 2007; Bruit 2004).Some critics are concerned that enumerating could result in individuals being mindlessly controlled by big businesses and their manipulative marketing tactics, leading to potential health issues such as obesity and heart disease (Fisher 2010). However, it should be noted that enumerating currently cannot override an individual's cognitive control or predictably do so in the future. While it can contribute to creating appealing products like cars, it cannot compel someone to sell their children just to purchase them. Despite its limitations, both neurotransmitters and researchers are presently exploring the ethical boundaries of this field, aiming to establish a unified framework for operation and address concerns raised by vocal critics. The primary goal of this technology is similar to any marketing research – gaining a better understanding of consumers' needs and desires. Nevertheless, traditional research faces a significant obstacle due to participants' cognitive bias, as described by advertising legend David Googol: "The trouble with market research is that people don't think how they feel, they don't say what they think and they don't do what they say" (quoted in Scar 2011).