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# Neuromarketing and mind over matter
- URL: https://katecarruthers.com/neuromarketing-and-mind-over-matter/
- Published: 2009-11-04T21:10:48.000Z
- Updated: 2009-11-04T21:10:48.000Z
- Author: Kate Carruthers
- Tags: ideas, business, marketing, psychology, #Migrated-1775015344493, #wp, #wp-post, #Import 2026-04-01 14:49

A recent study in Scientific American about [How the Brain Reveals Why We Buy](http://www.scientificamerican.com/article.cfm?id=neuromarketing-brain&page=2&ref=katecarruthers.com) discusses advances in [neuroscience](http://en.wikipedia.org/wiki/Neuroscience?ref=katecarruthers.com) that are giving rise to a new field of [*neuromarketing*](http://en.wikipedia.org/wiki/Neuromarketing?ref=katecarruthers.com).

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](https://katecarrutherscom.files.wordpress.com/2009/01/d6ba2-plastic_shopping_bag.jpg)

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](http://en.wikipedia.org/wiki/Classical%5Fconditioning?ref=katecarruthers.com) 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.