People say neuromarketing can find the buying button in consumer’s mind but has neuromarketing ability or a goal when it comes to finding that button. Today, we will discuss that issue in our article ”Neuromarketing and Ethics”.
Neuromarketing as getting popular each day as we said before. Therefore, there are lots of writings about it on the web but the problem is that these writings are titled like ”find the button of buying in consumer’s mind” to get more attention. Neuromarketing has no ability and goal when it comes to finding that button. Today, we will this about that in our article called ”Neuromarketing and Ethics”
First, we need to understand what neuromarketing is to discuss whether it is ethic or not.
Basically, neuromarketing is a research interest that observes and report consumer experiences via special devices in a laboratory. Its power to observe and report comes from neuroscience which is considered the science of future.
Neuromarketing tries to make sense the reactions that consumers give to the ads, billboards, packages etc. and the factors that consumers are affected while making buying decisions. Therefore, neuromarketing provides a consumer experience analysis based on the information it gathers.
So, why do we need to understand consumer experiences? It is because the key to the successful advertising campaign is to find right insight. While conventional methods are failing to capture the right insight, neuromarketing involves at that point and give brands the most accurate insight by taking consumer experiences into the consideration, of course with the help of the technology.
If we go back to our subject while taking this information into consideration, we can say the goal of the neuromarketing and the conventional methods are both same, which is understanding the consumer. The main difference in here is that neuromarketing uses technology while doing this and analyzes the unconscious reactions of consumers that they don’t even know yet. So that, neuromarketing can get the most accurate insights.
In that new order that technology became one of the most important things in our life, it usual that new research methods make us of it.
To get more information about these neuromarketing methods, you can our article called ”Does Neuromarketing Work?”
We can discuss whether marketing methods are ethical or not but besides that topic, the goal of the neuromarketing is not different than marketing and conventional research methods.
As I wrote at first paragraph, people uses mighty but incorrect phrases like ‘‘the button of buying in consumer’s mind’’ while defining neuromarketing. These kinds of definitions make people think that neuromarketing is not ethical.
We would like to explain that situation with an example,
Imagine a famous coffee brand is launching a new product with extra caffeine and brand asks their advertising agency for a new package design. Designers come up with an impressive design and it is sent for EyeTracking test. It shows brand that the writing ‘’extra caffeine’’ is put somewhere that consumers don’t pay attention. The design is being recreated and they put it in the right place.
That kind of data may not be obtained with conventional research methods. This is a topic for another article but it is certain that a data like this would increase the sells for sure because the main feature of the product become more visible. But if a consumer doesn’t ask for a coffee with extra caffeine, sending subliminal messages and make the consumer buy the product is not the case for neuromarketing. I don’t think it is possible at all.
The negative elements in tv ads, billboards, websites and of course in packages can be found by neuromarketing. So that, brands would create a stronger bond with their consumers.
To sum up the article ”neuromarketing and ethics”
- Neuromarketing isn’t a method that pushes the buying button in the brain and makes people buy products that they don’t want.
- Neuromarketing isn’t a method that sends subliminal messages to the consumers and changes their behaviors neither.
- Neuromarketing is an ethical method that uses technology to analyze consumer buying decisions process and that offers insights to the brands.
Most critical part of the story is how it ends says, Kahneman. Sandwich Technique uses that ideology breaks down the cognitive walls of people and opens new doors for better communication.
Did you know that people live under the influence of their oldest brain called reptilian brain? Reptilian brain which affects consumer’s unconscious process is focused on surviving and can’t perceive complicated messages. Lots of works done in advertising business are produced without taking consumer’s unconscious reactions into consideration.