Monday, April 18, 2016

Invasive Tech: Neuromarketing (part 1)

A relatively new field of marketing is actively being explored by several large companies. The field is known as neuromarketing, and it is aimed at providing enhanced knowledge of consumer behavior. The research focuses on a consumer's sensorimotor, cognitive, and affective response to marketing stimuli. MRI's, EEG's, and SST (Steady State Topography) are an example of the technologies that are being used to measure brain activity and changes in one's physiological state (biometrics), which include details such as a person's heart rate, respiratory rate, and skin response (electro-dermal activity—basically, how much you sweat in response to emotional arousal.) Large companies like Google are engaging in this research and have the ambition to predict consumer behavior--they have invested in their own labs, science personnel, and even have partnerships with academia. What does all this mean for our future?...

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