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NEUROMARKETING
The CCLE is continuing to monitor developments in the world of "Neuromarketing."
Our current position (Spring 2004) is that although the label smacks of
creepy invasive advertising, in reality it's not much different than using
focus groups to polish product features or marketing. Companies have used
focus groups for decades. So long as participants in these focus
groups have consented to having their brainwaves monitored, we do not
believe that neuromarketing raises a cognitive liberty issue.
As for consumers, we presently believe that the hype around is
neuromarketing is much larger than it's actual power to steer consumer
behavior. It certainly seems to be less powerful than something like Muzak,
which reaches into the minds of millions of people everyday.
While we don't think neuromarketing should be prohibited, we continue to
consider other options designed to make its use more transparent. For
example, one possibility we are considering is requiring disclosure on the
product packaging if neuromarketing has been used. We also continue to consider
whether different rules ought to exist for products marketed directly to
children, or for political use of neuromarketing.
Resources
Using M.R.I.’s to See
Politics on the Brain.
By John Tierney, (c) New York Times, Apr. 20, 2004
Reading the Consumer Mind:
The age of neuromarketing has dawned.
By Douglas Rushkoff, (c) NyPress.com, Feb. 2004.
Advertisers
probe brains, raise fears
By DAVID WAHLBERG,
The Atlanta Journal-Constitution (c) Feb 1, 2004
There's a Sucker Born in Every
Medial Prefrontal Cortex
Clive Thompson, (c) Oct. 26, 2003 New York Times
In Search
of the Buy Button
Melanie Wells,
(c) 09.01.03 Forbes.com
Bright House Institute of Thought
Sciences (neuromarketer) |
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