Is There A 'Buy Button' In The Brain?

5 years 3 months 3 days ago Friday, April 12 2013 Apr 12, 2013 Friday, April 12, 2013 11:15:00 AM CDT April 12, 2013 in News
By: Nicole Neidenberg
loading

COLUMBIA - The best marketers know how to reel you into a product, but now they also know what you desire most without technically asking you. Advertising and marketing personnel are teaming up with psychological researchers to work together to meet the needs of consumers better.

This technique is called neuromarketing.The application of brain science to understanding how consumers process different kinds of marketing messages, a relatively new term created by psychological researchers and marketers.

MU Researcher and Professor Paul Bolls says there is no such thing as a 'buy button.' "The brain is more complex than that," says Bolls, "Ultimately the decision to walk into a store, pull a product off a shelf, open your wallet and pay for that product is under control a lot more than some mythical buy button." Bolls works in the Prime Lab on the University of Missouri campus and works on numerous studies with cognitive research.

Desire is as close as you get to a buy button, but even then the brain has the power to regulate those powers. Advertisers and marketers look to trigger a release of dopamine in the brain which can create a positive association to a product and dopamine comes from the Limbic system inside the brain. The Limbic system is where advertisements try to reel you in.

Every year Sands Research studies Super Bowl ads using neuromarketing tools with eye-tracking, emotion output and brain response. One of the number one ads this year was the Budweiser Clydesdale commercial which tied with Coca-Cola.

Bolls says you can't tell if a product underwent neuromarketing just by looking at it and most companies do not share that information. To conduct neuromarketing research could take thousands of dollars, which is mostly why large brand companies use it like Target and Campbell's Soup. Target knows when a customer is expecting based off the product they buy and then emails the customer coupans for baby products.

Locally, CEO of Word Marketing, Clear Vision Development and Horizon Research Tony Richards uses neuromarketing techniques to help re-brand products for his clients. "Psychological research is very important because it helps us understand people better," said Richards, "It helps us understand their thoughts, their feelings, their habits, why they do what they do and that empowers both consumers to get a quality product that readily would fill their need and empowers service and product providers because it helps get their service or product in the hands of more people so they could use it."

It's hard to know how powerful neuromakerting can become in the future, but according to Bolls this information should be taken with a healthy dose of skepticism. 

More News

Grid
List
JEFFERSON CITY (AP) — Former Gov. Eric Greitens' campaign spent hundreds of thousands of dollars on legal fees in his... More >>
22 minutes ago Monday, July 16 2018 Jul 16, 2018 Monday, July 16, 2018 7:03:27 PM CDT July 16, 2018 in News
WASHINGTON, D.C. -- The U.S. House of Representatives passed a bill to rename the Columbia post office located on Walnut... More >>
34 minutes ago Monday, July 16 2018 Jul 16, 2018 Monday, July 16, 2018 6:51:00 PM CDT July 16, 2018 in News
JEFFERSON CITY (AP) — Missouri's U.S. senators are standing by the intelligence community's conclusion that the Russians interfered in the... More >>
2 hours ago Monday, July 16 2018 Jul 16, 2018 Monday, July 16, 2018 5:10:30 PM CDT July 16, 2018 in News
KANSAS CITY (AP) — A man who was fatally shot after wounding three Kansas City police officers during a gunfight... More >>
3 hours ago Monday, July 16 2018 Jul 16, 2018 Monday, July 16, 2018 3:30:00 PM CDT July 16, 2018 in News
COLUMBIA - A dialogue that began in October 2017 among the East Campus community could finally have an answer Monday.... More >>
5 hours ago Monday, July 16 2018 Jul 16, 2018 Monday, July 16, 2018 2:10:00 PM CDT July 16, 2018 in News
CALLAWAY COUNTY - Family, friends and law enforcement continue to search Little Dixie Lake Conservation Area for Jerry Kinman. ... More >>
5 hours ago Monday, July 16 2018 Jul 16, 2018 Monday, July 16, 2018 2:00:00 PM CDT July 16, 2018 in News
KANSAS CITY (AP) — Bidders have spent nearly $80,000 for baseball memorabilia a former Kansas City Royals second baseman put... More >>
5 hours ago Monday, July 16 2018 Jul 16, 2018 Monday, July 16, 2018 1:51:00 PM CDT July 16, 2018 in News
(CNN Money) -- Adidas is racing to make its products more sustainable. The global sportswear maker said Monday that... More >>
6 hours ago Monday, July 16 2018 Jul 16, 2018 Monday, July 16, 2018 1:18:32 PM CDT July 16, 2018 in News
(CNN) -- A common drug used to control blood pressure and help prevent heart failure was announced by the US... More >>
6 hours ago Monday, July 16 2018 Jul 16, 2018 Monday, July 16, 2018 1:05:00 PM CDT July 16, 2018 in News
(CNN) -- US President Donald Trump said Monday he holds both the United States and Russia responsible for the breakdown... More >>
8 hours ago Monday, July 16 2018 Jul 16, 2018 Monday, July 16, 2018 11:08:00 AM CDT July 16, 2018 in News
COLUMBIA - Work to remove several large pin oaks from Mizzou's Francis Quadrangle began Monday after a recent study showed... More >>
9 hours ago Monday, July 16 2018 Jul 16, 2018 Monday, July 16, 2018 10:17:00 AM CDT July 16, 2018 in News
BEIJING (AP) — China announced it filed a World Trade Organization challenge Monday to President Donald Trump's latest tariff threat,... More >>
9 hours ago Monday, July 16 2018 Jul 16, 2018 Monday, July 16, 2018 9:52:57 AM CDT July 16, 2018 in News
HELSINKI (AP) — President Donald Trump and Russia's Vladimir Putin opened their long-awaited summit Monday with a wink and slouch,... More >>
9 hours ago Monday, July 16 2018 Jul 16, 2018 Monday, July 16, 2018 9:37:00 AM CDT July 16, 2018 in News
JEFFERSON CITY - A Jefferson City man died in Iowa Saturday morning during police pursuit. A Fayette County Sheriff's... More >>
11 hours ago Monday, July 16 2018 Jul 16, 2018 Monday, July 16, 2018 8:20:00 AM CDT July 16, 2018 in News
BOONE COUNTY - Boone County deputies investigate a death at North Lakewood Drive and East St. Charles Road. Deputies... More >>
12 hours ago Monday, July 16 2018 Jul 16, 2018 Monday, July 16, 2018 7:15:00 AM CDT July 16, 2018 in News
COLUMBIA- Ragtag Cinema showed the World Cup Final against France and Croatia Sunday on its movie screens free of charge.... More >>
23 hours ago Sunday, July 15 2018 Jul 15, 2018 Sunday, July 15, 2018 7:53:00 PM CDT July 15, 2018 in Continuous News
BOONE COUNTY - Two cities in Boone County have higher numbers of traffic stops involving minorities, according to an annual... More >>
1 day ago Sunday, July 15 2018 Jul 15, 2018 Sunday, July 15, 2018 6:56:00 PM CDT July 15, 2018 in News
(CNN Money) -- Amazon has successfully invented a new shopping holiday, and it's set to capitalize on the rewards. ... More >>
1 day ago Sunday, July 15 2018 Jul 15, 2018 Sunday, July 15, 2018 5:19:00 PM CDT July 15, 2018 in News
Columbia, MO
Broken Clouds 90°
8pm 89°
9pm 85°
10pm 83°
11pm 81°