Brands will be hard-wired in our brains?
A sessão do Mark Earls, "Why Neuro Marketing is Wrong", promete. Posso me enganar, mas o Mark costuma ser um crítico contundente de metodologias de pesquisa e o próprio tema é novo e polêmico. Acho que ele vai sentar o cacete. Ou não, como diz o Rodrigo, pode ser um artifício para atrair audiência. Segue abaixo um parágrafo de um artigo da Linda Tischier, publicado na Fast Company em 2004, que explica de onde veio esse tal de neuromarketing.
"Neuroscience has now confirmed what we had suspected all along: If you like Coke over Pepsi, it's all in your head. For that branding breakthrough, we can thank Read Montague, a neuroscientist at Baylor College of Medicine, who cooked up an experiment to keep his teenage daughter occupied as she helped out in his lab last summer. Montague wired up a group of volunteers and re-created the Pepsi challenge while monitoring their brain activity on an MRI. The results were astonishing. In blind taste tests, subjects' brains indicated a clear preference for Pepsi. But when they were told which of the samples was which, their brains switched brands. "The brand image of Coke in the nervous systems of the people we tested engaged systems in charge of cognitive control and commandeered their behavior," Montague says. In short, the power of the Coke brand was enough to override an objective preference."
"A commercial application of the kind of work Montague is doing is already in play at BrightHouse, an Atlanta consulting firm. It offers clients the services of its Neurostrategies Group, a team that "uses neuroscience to influence higher-order strategic business decisions," such as identifying which brand benefits might prompt a consumer to buy."
"Neuroscience has now confirmed what we had suspected all along: If you like Coke over Pepsi, it's all in your head. For that branding breakthrough, we can thank Read Montague, a neuroscientist at Baylor College of Medicine, who cooked up an experiment to keep his teenage daughter occupied as she helped out in his lab last summer. Montague wired up a group of volunteers and re-created the Pepsi challenge while monitoring their brain activity on an MRI. The results were astonishing. In blind taste tests, subjects' brains indicated a clear preference for Pepsi. But when they were told which of the samples was which, their brains switched brands. "The brand image of Coke in the nervous systems of the people we tested engaged systems in charge of cognitive control and commandeered their behavior," Montague says. In short, the power of the Coke brand was enough to override an objective preference."
"A commercial application of the kind of work Montague is doing is already in play at BrightHouse, an Atlanta consulting firm. It offers clients the services of its Neurostrategies Group, a team that "uses neuroscience to influence higher-order strategic business decisions," such as identifying which brand benefits might prompt a consumer to buy."
1 Comentários:
Jura, esse lance é esquisito, né não? É capaz de rolar algo tipo aquelas sessões de hipnose em grupo, tipo aquele uruguaio (eu acho) que vivia no Jô e na... ESPM -- ó o precedente aí :)
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