Some thoughts on neuromarketing

I’ve always been fascinated about the brain and understanding how we work, what motivates us and how we can use neuroscience to increase the value on the products we use.
Nonetheless, even though there’s still too much to learn on the field there are two caveats worth mentioning: (1) Just like in any promising field there are lots of scams, and (2) Results are still too subjective so it’s quite complicated to get precise conclusions.
Aside that, the fact that just a few big companies talk about neuromarketing and lots of them put it into practice, means we should watch and have some serious thoughts about the future of neuromarketing. Because, you know, every time marketers get to decide how to shape a medium or tool, it’s not always for the interest of the public.
Procter & Gamble, Coca-Cola, Volvo, and many, many more brands use neuroscience techniques on a regular basis. However, you don’t hear companies talking about this openly — maybe it’s because with public awareness comes regulation.
I think there are some serious questions we need to ask, and be super clear about what’s the threshold no company should cross… There’s a fine line between manipulation and marketing, and with the advent of neural data it’ll be hard to tell where a company stands.
In the end, they say that power corrupts — and when marketing shifts from reading and appealing emotions to shaping them, advertisers mustn’t been trusted.