One of the questions raised by our story yesterday--How Neuromarketers Tapped the Vote Button in Your Brain to Help the Gop Win the House--is how, exactly, neuromarketing works. Darryl Howard, the founder of Attractor Pattern Research and a consultant for two Republican winners in this week's elections, agreed to share specific examples of his work, which you'll see below.
But what is neuromarketing? You've probably had the experience of watching an ad and unexpectedly getting choked up -- or, in the case of campaign ads, feeling the sudden need to take a shower. Neuromarketers measure the way your brain and body responds to these messages, then reverse-engineers the effect into another message.
But even experts and consultants in the field differ about what qualifies as neuromarketing. Some believe that the term only applies to tests done while subjects are wired up to Mri or Eeg machines while a scientist studies the resulting brain activity.
But what is neuromarketing? You've probably had the experience of watching an ad and unexpectedly getting choked up -- or, in the case of campaign ads, feeling the sudden need to take a shower. Neuromarketers measure the way your brain and body responds to these messages, then reverse-engineers the effect into another message.
But even experts and consultants in the field differ about what qualifies as neuromarketing. Some believe that the term only applies to tests done while subjects are wired up to Mri or Eeg machines while a scientist studies the resulting brain activity.
- 11/5/2010
- by Noah Robischon
- Fast Company
There are a multitude of reasons the Republicans regained control of Congress in Tuesday’s elections--unemployment, voter discontent, tea party-ism. But the one influential factor you aren't likely to hear about is the use of political neuromarketing during the campaign.
During the 2008 presidential election, neuromarketers went public with research showing how political ads can drive emotional triggers in our unconscious brains. By reading the responses taken from people linked to fMRI or Eeg machines, neuromarketers and their clients aim to optimize stimuli (political messages) and reaction in consumers’ brains and drive their (voting) decisions.
But with public trust in elected officials at an all-time low, politicians today won't talk about anything that even vaguely associates them with Orwellian "mind manipulation." But are they doing it? While most everyone agrees that neuromarketing was used in the 2010 midterm elections, none of the politicians we spoke to admitted to using the techniques in their own campaigns.
During the 2008 presidential election, neuromarketers went public with research showing how political ads can drive emotional triggers in our unconscious brains. By reading the responses taken from people linked to fMRI or Eeg machines, neuromarketers and their clients aim to optimize stimuli (political messages) and reaction in consumers’ brains and drive their (voting) decisions.
But with public trust in elected officials at an all-time low, politicians today won't talk about anything that even vaguely associates them with Orwellian "mind manipulation." But are they doing it? While most everyone agrees that neuromarketing was used in the 2010 midterm elections, none of the politicians we spoke to admitted to using the techniques in their own campaigns.
- 11/4/2010
- by Kevin Randall
- Fast Company
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