Core Misrepresentation Issues for Neuromarketing

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This is excerpted from a critical, peer-reviewed study of online dating but the challenges are the same.  Like neuromarketing, online dating pretends to be evidence and science based but is not.  So if you look at the online dating companies they make similar unsupported statements and refuse to test their claims – just like neuromarketers.

Secrecy of this sort is standard in the for-profit sector. The formula for Coca-Cola is famously clandestine, and Apple reveals the inner workings of its operating systems only to software developers who sign nondisclosure agreements.  Nevertheless, firms like Coca-Cola and Apple rarely make explicit reference to a scientific basis for their marketing claims, perhaps in part because the Federal Trade Commission (FTC) Act: Continue reading

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“….dopamine neurons appear to emit an alerting message about the surprising presence or absence of rewards. All responses to rewards and reward-predicting stimuli depend on event predictability. Dopamine neurons are activated by rewarding events that are better than predicted, remain uninfluenced by events that are as good as predicted, and are depressed by events that are worse than predicted.”

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“…dopamine neurons appear to emit an alerting message about the surprising presence or absence of rewards. All responses to rewards and reward-predicting stimuli depend on event predictability. Dopamine neurons are activated by rewarding events that are better than predicted, remain uninfluenced by events that are as good as predicted, and are depressed by events that are worse than predicted.”

Predictive reward signal of dopamine neurons.

Schultz W. Institute of Physiology and Program in Neuroscience, University of Fribourg, CH-1700 Fribourg, Switzerland.

Abstract

….midbrain dopamine systems are involved in processing reward information and learning approach behavior.  Most dopamine neurons show: Continue reading