It is possible that in the last few months we have all read more than ever about neuromarketing. There are several books that analyze the subject, several success stories that explain how neuromarketing can help brands (with tangible proof of how they have done it already) and of course several conferences and talks at meetings in which ‘important things’ are analyzed. ‘which have allowed interest in neuromarketing to be aroused.
Neuromarketing is definitely catching on. Getting, we could say, very fashionable. But are brands taking too much for granted in this area already? That is, despite the fact that the examples have shown that neuromarketing can improve the positions of the brand and to achieve good results, isn’t everything getting a little out of control? Israel WhatsApp Number List Are they not turning it into the panacea that seems like it will save everything in a few seconds?
Some are already beginning to think that it is and others are already pointing out that not only excessive interest is being produced but also that the ideas that come out of certain neuromarketing studies are turning into a kind of unquestionable dogma of faith, when the truth is that nothing is so infallible.
As they point out in one of the latest reports published in the Journal of Advertising Research (JAR), the certainty that neuromarketing has an indisputable value is not yet, no matter how you play with language, indisputable. Although experts point out, as Warc collects, that the neuromarketing methods that brands are adopting in their research can function as an element to detect more effective processes to advertise products and reach the consumer, the truth is that research – they point out – They still offer some doubts regarding methodology (for now it is still confusing and sometimes there are also differences in the methods) which makes the studies actually apply to specific elements and not to universal truths. “There is no common truth, not a single scientific reality exposed as a result of these new methods,” the study authors conclude.
And they add that although many studies get big headlines, their conclusions cannot always be echoed by other scholars and, therefore, only work at the specific level set by these early researchers.
But experts are not the only ones who have questioned the attractiveness of neuroscience and neuromarketing in these times. A recent analysis in The Guardian also pointed out that all that glitters is not gold in the field of neuromarketing. There are also many trinkets.
The fault is, they point out, the use and abuse of the term. Brands are using the term ‘neuroscience’ in a broad and often purely marketing way, as a key to reach the consumer (yes, employing the eternal claim of ‘look how modern I am’).
Thus, one of the latest Porsche advertisements, which shows how the brain reacts to the car, could be included in the list of bad practices. As they point out, there is neither a scientist (he is an actor) nor is there a science (the images have been created by a computer). As they point out in the specialized blog Neurosciencemarketing, the ad is ‘neurotony.’ The results they show are in fact impossible to capture as they show.