Some thoughts on neuromarketing—Part 2

A couple of months ago I wrote in Some Thoughts on Neuromarketing how we need to be careful when marketers get the power to shape emotions. Because there’s a fine line between manipulation and marketing. Right now I’m writing a book about how cognitive biases and our social operative system rule our thinking, and I’ve started to be worried about the wicked power of good intentions.
Some of the arguments marketers use to defend consumer neuroscience practices is to say that we study emotions to offer a better product of service for the consumer.
While it is true that we are emotional machines, and when we buy something we’re not consciously aware of the reason we buy it, the problem is that people have a baggage of cultural beliefs and values that rule our lives.
Those values and beliefs determine, by default,  for ourselves what is success, failure, beauty and many more things. So what happens  when marketers, regardless of their good or bad intentions, are so biased that they end up harming us?
There’s a long list of cognitive biases, and a bunch of them are related with familiarity. Which means that we find things and people we’re familiarity with as better. So if you come from a different culture than mine (at that’s even as small scale from city to city within the same country—or even neighborhoods) what you think is better, probably is different from what I think it’s better.
In the best case the marketer has good intentions, and believes that the product she is selling is the best in the market. But what if her kid is an ugly kid, but she believes otherwise? What if she has the power to persuade me to buy something or believe in something, and in doing so she’s transferring me her biases and beliefs?
Consumer neuroscience is still in diapers—but there’s a lot of new discoveries every day and it’s growing exponentially.
I would love to have products and services that are shaped by my emotional needs and whims. What I don’t like that much is to receive the biases and beliefs of the person who says what I should want and what should be my worldview.
Yes, I know, marketers have been doing this for decades—that’s what advertising is for. But when technologies reach deeper levels and marketers understand ourselves better than we do, that’s when I start to worry about things.