Neuromarketing. Programming the Brain to Buy

Description

More and more companies are turning to neuromarketing-a controversial practice that involves studying the human brain and how a consumer's neural pathways might respond to certain stimuli. It's based on the idea that 90 percent of the choices we make happen at a subconscious level. The goal is to bypass our higher reasoning and even our emotional judgment to sell more products. An obvious case study in neuromarketing comes from McDonald's. They developed a perfume which was subtly diffused in restaurants to increase brand association and boost sales. Proctor & Gamble also tried a similar trick. Sales of Ariel washing powder increased by 70 percent after an artificial perfume was placed under the lid. But is exploiting the way we're wired legitimate marketing, or is it closer to Orwellian psychological manipulation? Where do we draw the line?

Runtime

56 min

Series

Subjects

Genre

Date of Publication

[2013], c2012

Database

Films on Demand

Direct Link