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Neuromarketing and mind over matter

A recent study in Scientific American about How the Brain Reveals Why We Buy discusses advances in neuroscience that are giving rise to a new field of neuromarketing.

The article cites the famous example of Coke v. Pepsi – where blind taste tests showed a preference for Pepsi, whereas visible labels gave rise to a preference for Coke.  Brain imaging shows that different parts of the brain are activated for each result.   This kind of technology enabled insight into our feelings will revolutionise focus groups.d6ba2-plastic_shopping_bag

It seems that as neuroscience advances it will inevitably inform our marketing practices. This means that marketing will begin its transition from black art – in the hands of the creative folks – to science – in the hands of the boffins.

We are moving into a time of Pavlovian marketing where stimulus + response = results based on scientific and quantifiable principles.  No more will people say “I know 50% of advertising works, I’m just not sure which 50%”.

It will be interesting to see how long this transition takes.