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Interesting? How about holy grail? Companies as diverse as Unilever and DaimlerChrysler have used neuromarketing. Viacom Brand Solutions, the commercial arm of MTV Networks, for instance, had Neurosense study how viewers digest programming and ads. It looked at nine regions of the brain that control such functions as attraction, long- and short-term memory and understanding. A counterintuitive result: commercials generated more activity in eight of those nine cortical regions than the programs did, indicating that ads register...
...harmony with the programs they interrupt. An ad for the alcopop WKD, for instance, registered more viewer interest than a Red Cross appeal when both appeared during a South Park clip. Another Neurosense study, for PHD Media, a media-buying agency, looked at which areas of the brain are most receptive to different media--TV, print and radio. PHD used the results to develop software it calls Neuroplanning, which better matches ads to media...
...Brain scanning is the field's dominant technology, but others are used as well, often in conjunction with fMRIs. Magnetoencephalography (MEG), a technology that can read electrical signals pulsating from brain cells, is popular because it detects how quickly the brain reacts to stimuli. But unlike fMRI scans, MEG can't identify which parts of the brain are reacting. And that's important, since researchers say it's the interplay between the deeper, older, primitive brain, where our emotions reside, and the more logical neocortex, which informs our decision making. And because the dance between the old- and new-brain...
There's no shortage of academic debate over the merging of neuroscience and marketing. The journal Nature Neuroscience, under the headline BRAIN SCAM?, editorialized that too many practitioners' claims remain unpublished in peer-reviewed journals. But the dearth of published results is largely the result of businesses' wanting to keep their findings secret. Brammer admits that the data deficit leads to "some scientists interpreting what we're doing skeptically...
...marketplace be as effective an arbiter of quality scholarship as refereed journals? Perhaps. Deliver too many bad findings based on sloppy science, and you won't remain in business for long. Since Neurosense's revenues are up threefold in the past year, you don't need a brain scanner to see that neuromarketers will be attracting business for some time to come...