Applying neuroscience techniques to studying consumers is a fast growing trend. Click the link below for an overview:
Link: https://youtu.be/NTMwnoGuI-w
The video below shows brain imaging results averaged across a sample of respondents who viewed one of the greatest Super Bowl advertisements of all time: the 2011 VW “Darth Vader” ad:
Link: https://www.youtube.com/watch?v=V3s2zUvuM1g
After viewing these videos, what do you think? Answer the following questions in your original post, making sure to include information from your readings and online content. Be sure to label your answers as 1 and 2 so the class can easily see your answers to each question posed below:
- Can these tools provide new insights that marketers cannot obtain already using tried and true techniques, such as surveys and focus groups?
- From a business ethics perspective, does the use of these types of medical diagnostic tools to study topics like advertising effectiveness and consumer decision making concern you at all? Or are the ethical issues raised by its use no different than that associated with any other type of technology or research method?
