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.
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.