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NEUROMARKETING

The CCLE is continuing to monitor developments in the world of "Neuromarketing." Our current position (Spring 2004) is that although the label smacks of creepy invasive advertising, in reality it's not much different than using focus groups to polish product features or marketing. Companies have used focus groups for decades. So long as participants in these focus groups have consented to having their brainwaves monitored, we do not believe that neuromarketing raises a cognitive liberty issue.

As for consumers, we presently believe that the hype around is neuromarketing is much larger than it's actual power to steer consumer behavior. It certainly seems to be less powerful than something like Muzak, which reaches into the minds of millions of people everyday.

While we don't think neuromarketing should be prohibited, we continue to consider other options designed to make its use more transparent. For example, one possibility we are considering is requiring disclosure on the product packaging if neuromarketing has been used. We also continue to consider whether different rules ought to exist for products marketed directly to children, or for political use of neuromarketing.


 

Resources

Using M.R.I.ís to See Politics on the Brain.
By John Tierney, (c) New York Times, Apr. 20, 2004

Reading the Consumer Mind: The age of neuromarketing has dawned.
By Douglas Rushkoff, (c) NyPress.com, Feb. 2004.

Advertisers probe brains, raise fears
By DAVID WAHLBERG, The Atlanta Journal-Constitution (c) Feb 1, 2004

There's a Sucker Born in Every Medial Prefrontal Cortex
Clive Thompson, (c) Oct. 26, 2003 New York Times

In Search of the Buy Button
Melanie Wells, (c) 09.01.03 Forbes.com

Bright House Institute of Thought Sciences (neuromarketer)