Ethics: neuroscience for advertising?

Some advertisers are using neuroscience studies to assess viewers' evaluation of commercials. WHAT?

For me, this discussion is all about the context – in particular as a social justice issue. I think it is a breach of ethics to probe the human brain to see what we can sell it next, HOWEVER I do feel it is important to understand how the brain responds to media. Basically, I see this is about who is able to obtain these reports – what they are being used for.

If we were trying to promote sustainability in some context, it would be important to understand from a basic science standpoint, what is memorable or has impact on a diverse group by taking data from these reports. On the other hand, there is missing information it seems, surround the usefulness of this type of research.

For example, I recently read that an advertising company used EEG machines on subjects during the Super Bowl back in 2008. They were attempting to determine if the viewers found the ads to be compelling in the same order as the ads were projected to be. Surprisingly (or not), the rankings from what the subjects remembered versus what was projected to be the best group of ads was completely different! Was this due to what the person liked, or simply remembered? The jury is out - some market researchers hailing the whole idea as "junk science." Personally, I can think of many ads I can’t stand, though I would never purchase that item. In terms of being effective as a catalyst for purchase, I don’t think neuroscience stands to cover much ground. The uncomfortable question that haunts me though, is this: I remember the ad though I couldn't stand it and wouldn't buy X item, but I still remember the brand. Who is winning here?

In terms of what is memorable to a human mind, this is useful science. Even better, how can we use this to address a cultural perspective, for say, learning styles? Studies like these would be wonderful for identifying more ways for people to engage in useful knowledge. How much of what we pay attention to is rooted in how we were raised, and where we come from?

From a sustainability perspective, identifying ties to culture and beliefs are as important to this field as for general advertising – even more so perhaps, because lifestyle choices are so directly tied to culture and identity.

sources:

Sands Research (2010). Insights revealed by EEG data. Retrieved from http://www.sandsresearch.com/EEG.aspx

Belch, George and Michael Belch. (2012)  Evaluation of Print Media. Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill.