I just can’t help
it. Reading about marketing neuroscientists brings forth images of white mice
watching beer commercials wearing tiny colanders sprouting spaghetti wires.
Substitute humans for mice, and that sounds like what neuromarketing is about.
I’m willing to keep an open mind on the topic. Anyone have a persuasive
article in Advertising Age gave a fair assessment of the current
state-of-the-art of neuromarketing. She includes both proponents and detractors
of using EEG machines and fMRIs to scan people’s brains and monitor eye
movements while viewing ads. It’s an effort to determine consumer behavior like
focus groups. But is it really value-added?
The biggest argument
against is that studying brain waves in isolation removes cultural factors that
have major impact on purchasing decisions. Hmmm . . . like theoretical value
vs. realistic value . . .
When Mya asks the question:
Is neuromarketing any better
than what’s out there now? Or will the unfulfilled promise of uncovering the
neurological basis of consumption thrust a research industry already flirting
with dysfunction into crisis?
. . . a smile forms.
The Bottom Line:
Consumers aren’t truthful. Real-time visibility into your supply chain is. In
fact, it’s a “no-brainer”. (Couldn’t resist.)