While explaining neuromarketing, impressive expressions such as "find the buy button in the brain with neuromarketing" are used. So, does neuromarketing have such competence or purpose? Today we will talk about this topic.
Neuromarketing is a field that is increasing its popularity day by day. Accordingly, dozens of things have been written and drawn about it. Many articles also use impressive headlines such as "find the buy button in the brain with neuromarketing" to attract attention. Of course, neuromarketing has no such competence and purpose. In this article, we will discuss neuromarketing and ethics from a different perspective.
To have an idea about whether neuromarketing is ethical or not, it is necessary to first understand what neuromarketing is.
In short, neuromarketing is a research branch that reports consumer experiences by measuring them scientifically in a laboratory environment with special devices. It takes its power from neuroscience, which is described as the science of the future.
So why do we need to understand consumer experiences?
Because the key to a successful advertising campaign is right-handed insight. Traditional methods fall short of capturing this insight. However, neuromarketing work comes into play at this point. With the help of technology, it offers the most accurate insight into brands based on consumer experiences.
Considering this information and returning to our topic traditional research methods and neuromarketing methods are the same in terms of basic purpose. This goal is to understand the consumer. The main difference between them is that neuromarketing uses technology and analyzes unconscious reactions to the consumer's buying behavior. In this way, it reaches more accurate insights.
Technology has become a part of our lives in every field. In this new order, it is normal for research methods to benefit from these developments. For more information on this topic, Does Neuromarketing work? You can read our article.
It is possible to have a philosophical discussion about whether marketing techniques are ethical. But let's put that aside. The purpose of neuromarketing is not different from the purpose of traditional marketing and research methods.
As I mentioned in the first paragraph, when describing neuromarketing, assertive and inaccurate sentences such as “the customer's purchase button” are often used. These and similar definitions give people the impression that neuromarketing is unethical.
Imagine a famous coffee brand launches a new product with extra caffeine. Let's say the packaging is being designed for this product. As a result of the EyeTracking tests on the subject, it turns out that the "extra caffeine" text, which is the main feature of the product, is placed in a place where the consumer does not pay attention. In this case, the design is revised and the text is put in the right place.
– Information like this example would not be available with traditional research methods. This is of course the subject of another article. But such information will certainly increase sales. Because the feature of the product becomes clearer for potential customers. However, it is not neuromarketing to sell this product to someone who does not demand extra caffeinated coffee with subliminal(!) messages.
Likewise, it is possible to realize all the negative elements in television advertisements or websites with neuromarketing. Thus, it is possible to both remove them and establish a better bond with the consumer.
To summarize neuromarketing and ethics,
- Neuromarketing is not a method of pressing a button on the brain and making people buy a product they do not need or do not want to buy.
- It is not a method that sends subliminal messages to consumers and affects their behavior.
- Analyzes the purchasing behavior of the consumer using technology. Thus, it offers various insights into brands. Therefore, it is an ethical method.