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View Diary: Going Foreward with Brain Imaging Should Include a New "Neuroethics" (47 comments)

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  •  Coke's been doing it for years (2+ / 0-)
    Recommended by:
    cotterperson, CroneWit

    A study by McClure et al. investigated the difference in branding between Coca-Cola and Pepsi. The study found that when the two drinks were tasted blind there was no difference in consumer preference between the brands. Both drinks produced equal activation in the ventromedial prefrontal cortex, which is thought to be activated because the taste is rewarding. When the subjects were informed of the brand names the consumers preferred Coke, and only Coke activated the ventromedial prefrontal cortex, suggesting that drinking the Coke brand is rewarding beyond simply the taste itself. More subjects preferred Coke when they knew it was Coke than when the taste testing was anonymous, which demonstrates the power of branding to influence consumer behavior. There was also significant activation in the hippocampus and dorsolateral prefrontal cortex when subjects knew they were drinking Coke. These brain structures are known to play a role in memory and recollection, which indicates they are helping the subjects to connect their present drinking experience to previous brand associations. The study proposes that there are two separate processes contributing to consumer decision making: the ventromedial prefrontal cortex responds to sensory inputs and the hippocampus and dorsolateral prefrontal cortex recall previous associations to cultural information. According to the results of this study, the Coke brand has much more firmly established itself as a rewarding experience.[24]

    Learn about Centrist Economics, learn about Robert Rubin's Hamilton Project.

    by PatriciaVa on Sat May 11, 2013 at 11:22:11 AM PDT

    [ Parent ]

    •  Advertising has been all about (6+ / 0-)

      influencing people's emotions so they'll purchase a product since forever. Some of the most creative stuff had to do with snake oil and assorted other tonics and elixirs sold to the public during and after they'd been entertained by whatever the Medicine Show had to offer. Fear, excitement, skills, pretty ladies, empathy (for the poor crippled shill), amazement... The medicines may not have been particularly good for you, but generally they weren't too bad. And during prohibition - or for domestic situations where the woman banned alcohol - the tonics were about the only alcohol to be had. If it had some slippery elm, sassafras and/or wild cherry bark, even tincture of elderberries, it might even be pretty good for what ailed them. Marketing, marketing. Or as Mel Brooks said as Yogurt in Space Balls, Moichandizing!

      Television quickly became the most successful medium for this type of advertising soon after it was born. Has been thus ever since - the entertainment or the news (which is entertainment these days) draws the crowd and tickles their emotions in between light-and-sound hypnotic onslaughts of well-researched advertising. Remember when subliminal messaging was all the rage? The backlash at that level of manipulation got it banned in its most overt form, but advertising still imparts subliminal messaging in a number of [legal] ways. That's what emotional manipulation is all about, in the service of products or ideas. Merchandizing.

      Public education in this country is never going to require classes in critical thinking/advertising awareness that would teach kids what it is and does and how to resist. Its job is to turn out good little consumers easily manipulated.

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