Research+Report+1+NVC

** PRECIS ** I am focusing on two sources. The first is a book titled "The Buying Brain" by Dr. A.K. Pradeep. He basically describes the methodologies neuroscientists use to figure out consumers inner most desires; and how this can aid marketers and product developers (neuromarketing). The other source I am using is a book titled "Culture Jam" by Kalle Lasn. The book goes against neuromarketing and the ways in which are emotions, personalitites and core values are manipulated.

** DIRECT QUOTES WITH PAGE NUMBERS AND APA CITATION **

** The Brain: Marketing To Your Mind **  By [|Alice Park] Friday, Jan. 19, 2007
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“The resulting real-time images indicate where and how the brain analyzes options, weighs risks and rewards, factors in experiences and emotions and ultimately sets a preference.” (pg. 1 para. 2)

"So how does this study help neuromarketing? [|New Scientist] reports that Haynes says this kind of approach might be particularly useful for inferring people's opinions of products they would be reluctant to admit to buying" (pg. 1 para. 6).
 *  [] (June 29, 2010)

"Ariely and Burns, admitting to be inherently optimistic about neuromarketing, believe that “neuroimaging will soon be able to reveal hidden information about consumer preferences.” They do think, however, that this information will probably help product design processes more than it will help advertising" (p. 1 para. 6) "Will neuromarketing quickly become yesterday’s technological fad? Will neuromarketing give us tastier food, better movies, and more beautiful buildings? Or will neuromarketing violate us like we have never experienced before, robbing us of our privacy and freedom of choice, controlling our brains while we waltz about in ignorance?" (p. 1 para. 7)
 *  [] (March 30, 2010)

Professor David J. Reibstein says, “What companies end up doing is a significant amount of advertising and creating an image around the name” (p. 1 para. 5).
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“What does Pillsbury mean? Pillsbury means a lot because of the doughboy character in those ads,” Reibstein says. “What are two of the biggest names that have emerged in the past decade? Amazon and Starbucks. Does Starbucks mean coffee? Absolutely not. For the most part, these names don’t mean much of anything. But we get to know a company and that starts to create an image. General Motors tells us something about what the company does, but Ford communicates only the name of the founder of the company” (p. 1 para. 6).

"Are some names – even those that have been invented by corporations and brand consultants – inherently better than others? “One thing that’s important is its pronounceability,” Schmittlein says. ”Another is how culture-bound the name seems to be. Sometimes that’s good and sometimes it’s bad. If the name stands for a culture,that can be good.” For instance, spring water sold by a company with a distinctively European name may be more exotic, and hence more appealing, to U.S. consumers than water bottled locally" (p. 1 para. 18).

** Our senses take in about 11 million bits of information every second. Our conscious brain-the part in thinking of which we are aware of thinking- at best, only processes about 40 bits of information per second. The rest is processed subconsciously. The challenge for marketers and product developers is, “how do I get into that 40 bits of consciously considered information?” That’s what this book is about. (part 1, page 4) **
 *  BOOK: THE BUYING BRAIN

Clients say: “neuromarketing cannot be a set of ‘cool, cute ideas,’ but must be a systematic process and framework that can live and flourish in the workplace and workflow of my corporation.”(p. 4). Basic principles are competitive advantage, the language of the brain is universal (= global norms), neurodesign for products appeal to the inner truths and aesthetic sensibilities within all of us, and neuromarketing is an explosive trend! (paraphrase) ALL OF PAGE 10

“A free, authentic like is no longer possible in America today. We are being manipulated in the most insidious way. Our emotions, personalities and core values are under siege from media and cultural forces too complex to decode“(p. 14).
 *  BOOK: CULTURE JAM (Kalle Lasn)

** PALEY (online and books to check out) **


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 *  “The Buying Brain” Book

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 *  "Culture Jam" Book (borrow from Professor Vacker)

** LIBRARIAN (TBA) ** <span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif; line-height: normal; margin: 0in 0in 10pt;">** ANNOTATED BIBLIOGRAPHY **

> [] (are we conscious or unconscious consumers) > [|**http://knowledge.wharton.upenn.edu/article.cfm?articleid=1226**] ** (the appeal of off-beat product names) **
 * [] (this is a very helpful webpage full of social psychology and persuasion).
 * <span style="display: block; line-height: normal; margin-bottom: 10pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;"> [] (neuromarketing: subliminal advertising reinvented?)
 * <span style="display: block; line-height: normal; margin-bottom: 10pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;"> [] (The Brain: Marketing to your Mind) By Alice Park (Article Jan. 19. 2007).
 * <span style="display: block; line-height: normal; margin-bottom: 10pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;"> [] (article about names not affecting consumers)
 * <span style="display: block; line-height: normal; margin-bottom: 10pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;"> [|**http://www.amazon.com/Culture-Jam-Uncooling-Kalle-Lasn/dp/0688156568**] ** (Kalle Lasn’s book about counterculture/culture jamming) **
 * <span style="display: block; line-height: normal; margin-bottom: 10pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;"> [|**http://lib.myilibrary.com.libproxy.temple.edu/Open.aspx?id=275603&src=2**] ** (Book: The Buying Brain by Dr. A.K. Pradeep about neuroscience and neuromarketing) **

<span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif; line-height: normal; margin: 0in 0in 10pt;">** OUTLINE ** I. Intro (thesis) <span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif; margin: 0in 0in 10pt 0.75in; text-indent: -0.25in;">A. Our subconscious desires stem from engrained evolutionary reactions to our environment. Marketers and scientists are teaming up and using methodologies such as NeuroMetrics to manipulate our innate human and neurological reactions/tendencies for commercial purposes. Neuromarketing does not tell us what we want and need but it provides physical proof about what we want and need. This groundbreaking process has wide, unreaching and unknown consequences to the individual consumer and society. <span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif; margin: 0in 0in 10pt;">II. NeuroMetrics <span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif; margin: 0in 0in 10pt 1.25in; text-indent: -0.25in;">A. What is it <span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif; margin: 0in 0in 10pt 1.25in; text-indent: -0.25in;">B. What bothers me <span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif; margin: 0in 0in 10pt 1.25in; text-indent: -0.25in;">C. Their ethical grounding for neuromarketing (classroom ideas) <span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif; margin: 0in 0in 10pt 1.5in; text-indent: -0.25in;">1. Economics (consumerism and capitalism) <span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif; margin: 0in 0in 10pt 1.5in; text-indent: -0.25in;">2. Impact on society (releasing private information to advertisers) <span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif; margin: 0in 0in 10pt 1.5in; text-indent: -0.25in;">3. Current events (explosive trend!) <span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif; margin: 0in 0in 10pt 1.5in; text-indent: -0.25in;">III. Biology/Evolution <span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif; margin: 0in 0in 10pt 1.25in; text-indent: -0.25in;">A. What is it <span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif; margin: 0in 0in 10pt 1.5in; text-indent: -0.25in;">1. Color responses, processing bits of information <span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif; margin: 0in 0in 10pt 1.5in; text-indent: -0.25in;">2. Why do we think that way (evolution, subconscious, poison) <span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif; margin: 0in 0in 10pt 63pt; text-indent: -0.5in;">IV. Propaganda/Individual in Society <span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif; margin: 0in 0in 10pt 1.25in; text-indent: -0.25in;">A. How is neuromarketing propaganda <span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif; margin: 0in 0in 10pt 1.5in; text-indent: -0.25in;">1. Privacy issues <span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif; margin: 0in 0in 10pt 1.5in; text-indent: -0.25in;">2. Using scientific research so advertisers could market better <span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif; margin: 0in 0in 10pt 1.5in; text-indent: -0.25in;">3. Culture Jam/Ethical issues <span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif; margin: 0in 0in 10pt 63pt; text-indent: -0.5in;">V. Conclusion (refer back to Inro/Thesis)

**INTERVIEWS/DATA GATHERING**

**The Brain: Marketing To Your Mind** <span style="color: black; font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif; line-height: normal; margin: 0in 0in 0pt;">By [|Alice Park] Friday, Jan. 19, 2007
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<span style="color: black; font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif; margin-bottom: 10pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">“P. Read Montague of Baylor College of Medicine performed his version of the Pepsi Challenge inside a functional magnetic resonance imaging (fMRI) machine in 2004. Montague gave 67 people a blind taste test of both Coke and Pepsi, then placed his subjects in the scanner, whose magnetic field measures how active cells are by recording how much oxygen they consume for energy. After tasting each drink, all the volunteers showed strong activation of the reward areas of the brain--which are associated with pleasure and satisfaction--and they were almost evenly split in their preferences for the two brands. But when Montague repeated the test and told them what they were drinking, three out of four people said they preferred Coke, and their brains showed why: not only were the reward systems active, but memory regions in the medial prefrontal cortex and hippocampus also lit up. "This showed that the brand alone has value in the brain system above and beyond the desire for the content of the can," says Montague. In other words, all those happy, energetic and glamorous people drinking Coke in commercials did exactly what they were supposed to do: seeped into the brain and left associations so powerful they could even override a preference for the taste of Pepsi.”

I would like to compose a similar study to the one from the "appeal of off-beat product names" article. Basically the experiment consisted of a small group of people and 6 cups of jelly beans. Some jelly beans had typical names (cherry red, lemon-lime, blue raspberry) while others had ambiguous names (friendly green or party yellow). The purpose of the experiment is to see what flavor jelly bean they chose and why. I would also like to observe and interview my younger sister next time she shops for lipstick and/or nail polish because she always reads what color they are.
 * (from my proposal on wikispace)

In the study, John-Dylan Haynes and colleagues examined brain regions that were activated with fMRI in two groups of male subjects who participated in different visual tasks. In the first group, 17 participants had their brains scanned as they viewed images of cars while actively evaluating and rating each car’s attractiveness. In the second group, 15 participants were scanned as they engaged in a visual fixation task while images of cars popped up on the screen outside their focus of attention. After scanning, the subjects were asked whether they were willing to purchase each car that was shown to them. The researchers found that decisions about purchasing could be predicted by brain activity equally well in both groups of subjects.
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<span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif; margin: 0in 0in 10pt;">INTERVIEW <span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif; margin: 0in 0in 10pt;">Interview with Dr. Mark Cipolle- Dad (neuro trauma surgeon) <span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif; margin: 0in 0in 10pt;">Interview with Olivia Cipolle – sister/student (lipstick/nail polish colors) <span style="font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif; margin: 0in 0in 10pt;">Interview with Liz G. Miller – friend/student (works in retail)

<span style="color: #ee1111; font-family: 'Lucida Sans Unicode','Lucida Grande',sans-serif; margin-bottom: 10pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">Wow-- you've got lots of elements in play here. I am thrilled to see the careful use of direct citation-- this will add tons of credibility to your work. Be use to use APA citation in your final work product.--- not just the URLS Good work! GRADE: A