Item Details

Neuromarketing [electronic resource]: Programming the Brain to Buy

Java (Firm)
Format
Video; Computer Resource; Online Video; Online
Summary
More and more companies are turning to neuromarketing-a controversial practice that involves studying the human brain and how a consumer's neural pathways might respond to certain stimuli. It's based on the idea that 90 percent of the choices we make happen at a subconscious level. The goal is to bypass our higher reasoning and even our emotional judgment to sell more products. An obvious case study in neuromarketing comes from McDonald's. They developed a perfume which was subtly diffused in restaurants to increase brand association and boost sales. Proctor & Gamble also tried a similar trick. Sales of Ariel washing powder increased by 70 percent after an artificial perfume was placed under the lid. But is exploiting the way we're wired legitimate marketing, or is it closer to Orwellian psychological manipulation? Where do we draw the line?
Release Date
2012
Run Time
56 min.
Language
English
Rating
6 & up
Notes
  • Encoded with permission for digital streaming by Films Media Group on November 10, 2013.
  • Films on Demand is distributed by Films Media Group for Films for the Humanities & Sciences, Cambridge Educational, Meridian Education, and Shopware.
Variant Title
Programming the Brain to Buy
Series
Underhand Tactics: Investigating Corporate Culture
Underhand Tactics
Contents
  • Neuromarketing (2:06)
  • Experimental Store (2:33)
  • Electromyograph (2:54)
  • Advertising to Children (2:44)
  • McDonald's Advertising (3:14)
  • Fight Against Happy Meals (2:05)
  • Influence of Branding (1:04)
  • Brain Activity and Brands (1:32)
  • Brain's Response to Smell (3:00)
  • Denial of Neuromarketing (1:25)
  • Reward Circuit (1:59)
  • Neuromarketing Techniques (2:43)
  • Neuromarketing and Consumer Choice (0:49)
  • Interview of McDonald's Official (3:13)
  • McDonald's on Neuromarketing (4:08)
  • Neuromarketing Company (2:34)
  • Neuromarketing Pitch (3:19)
  • Hostility to Neuromarketing (1:19)
  • Neuromarketing Presentation to Bankers (2:05)
  • Bank Official on Ethics of Neuromarketing (1:36)
  • Views on Neuromarketing in France (1:02)
  • Testing Website Images (2:45)
  • Reluctance to Discuss (4:25)
  • Summary: Neuromarketing: Programming the Brain to Buy (0:45)
  • Credits: Neuromarketing: Programming the Brain to Buy (1:07)
Published
New York, N.Y. : Films Media Group, [2013], c2012.
Publisher no.
  • 52418s Films Media Group
  • 52420 Films Media Group
Access Restriction
Access requires authentication through Films on Demand.
Description
1 streaming video file (56 min.) : sd., col.
Mode of access: Internet.
System requirements: FOD playback platform.
Technical Details
  • Access in Virgo Classic

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    a| Neuromarketing (2:06) -- Experimental Store (2:33) -- Electromyograph (2:54) -- Advertising to Children (2:44) -- McDonald's Advertising (3:14) -- Fight Against Happy Meals (2:05) -- Influence of Branding (1:04) -- Brain Activity and Brands (1:32) -- Brain's Response to Smell (3:00) -- Denial of Neuromarketing (1:25) -- Reward Circuit (1:59) -- Neuromarketing Techniques (2:43) -- Neuromarketing and Consumer Choice (0:49) -- Interview of McDonald's Official (3:13) -- McDonald's on Neuromarketing (4:08) -- Neuromarketing Company (2:34) -- Neuromarketing Pitch (3:19) -- Hostility to Neuromarketing (1:19) -- Neuromarketing Presentation to Bankers (2:05) -- Bank Official on Ethics of Neuromarketing (1:36) -- Views on Neuromarketing in France (1:02) -- Testing Website Images (2:45) -- Reluctance to Discuss (4:25) -- Summary: Neuromarketing: Programming the Brain to Buy (0:45) -- Credits: Neuromarketing: Programming the Brain to Buy (1:07)
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    a| More and more companies are turning to neuromarketing-a controversial practice that involves studying the human brain and how a consumer's neural pathways might respond to certain stimuli. It's based on the idea that 90 percent of the choices we make happen at a subconscious level. The goal is to bypass our higher reasoning and even our emotional judgment to sell more products. An obvious case study in neuromarketing comes from McDonald's. They developed a perfume which was subtly diffused in restaurants to increase brand association and boost sales. Proctor & Gamble also tried a similar trick. Sales of Ariel washing powder increased by 70 percent after an artificial perfume was placed under the lid. But is exploiting the way we're wired legitimate marketing, or is it closer to Orwellian psychological manipulation? Where do we draw the line?
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    a| Emotions.
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