Word: brammer
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...brain processes images and messages and reaches decisions potentially gives marketers a new tool to fine-tune ads and marketing campaigns, bolster and extend brands and design better products. "It can give valuable information that's not particularly easy to access by other techniques," says Michael Brammer, Neurosense's chairman and co-founder. "It's no surprise that some of these bits of information are interesting commercially...
...there limits to neuromarketing's reach? FMRI studies are expensive. Brammer says a medium-size study could cost from $94,000 to $188,000. Less expensive options can answer some marketing questions, though. For Unilever, Walla recently used a startle-reflex method that measures muscle control of eye blinks to determine that eating ice cream makes people happier than eating yogurt or chocolate. Another drawback of scanners: lying in one is hardly a natural environment for watching TV or spotting brands. But new versions that let subjects sit up under contraptions that resemble salon hair dryers should increase the comfort...
Walla rejects the idea of a buy button as "science fiction," and most researchers say the technology allows them only to observe how brains work, not to control them. Says Brammer: "I have got a lot of respect for the power of the human spirit to resist being manipulated." As proof, Smidts says, "a lot of advertising doesn't work. It's hard to persuade and influence people...
...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journal Nature Neuroscience, under the headline BRAIN SCAM?, editorialized that too many practitioners' claims remain unpublished in peer-reviewed journals.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...
...academic debate over the merging of neuroscience and marketing. The journal Nature Neuroscience, under the headline brain scam?, has editorialized that too many practitioners' claims remain unpublished in peer-reviewed journals.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...