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Neuromarketing

Autor:   •  January 15, 2019  •  819 Words (4 Pages)  •  477 Views

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to point out the presence of emotional response but it is yet to be established whether this is positive or negative and whether it can shed light on causation. In addition to this, the results from comparative studies between consumer reported emotions and neuromarketing studies are so similar that it raises questions on its value-addition and whether the huge costs associated with brain-scanning equipment is justified with contribution of additional data. An important limitation of EEG is that it cannot often separate activity from adjacent brain areas and cannot access activity in brain regions deeper than the critical surface. fMRI cannot capture fast responses like EEG. It restricts participants’ movement at the time of scanning. Video eye-trackers also restrict the persons’ movement around their environment.

Being a part of cognitive neuroscience, neuromarketing studies are also abstract, ultra-focused and very different from everyday experience which makes it difficult to understand for most people outside the neuroscience domain. Some companies have been taking advantage of this by falsely using it as an advertising ploy. A controversial Porsche advertisement claimed that the brain reacts in a similar way while driving their car and flying a fighter jet, but later reports suggest that the images were computer-generated, the neuroscience measurements were impossible, and the scientist was fictional.

Another disadvantage is the high costs of engaging neuromarketing science which gives rise to instances of commercial companies using cheap equipment and poorly designed experiments that ultimately result in worthless data. For example, there are problems inherent in the usage of EEG technique where the signals may be influenced or overshadowed by electrical activity in the muscles and signals are also sensitive to interference from other electrical devices. Genuine EEG research overcomes these problems by using very sensitive equipment in electrically shielded environments and by repeatedly doing the same tests in order to negate the effects of interference. This makes the process both capital and time intensive for companies, perhaps leading them to compromise on the quality of the studies.

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