Neuromarketing asserts that consumer behavior cannot be gauged by simply asking people what they like (via questionnaires or focus groups, for example)—since we tend to be unaware of how emotions affect our thinking—and explains in layperson's terms what current research tells us about connections between memory, feelings, and buying behavior. Neuroscience has become a billion-dollar industry as marketers strive to predict precisely what kinds of responses their ads will evoke. Some findings are surprising; for example, health warnings on cigarette packs stimulate positive feelings about smoking, and sex doesn't sell (or at least not as well as it once did). Among the more amazing revelations is the fact that scientists can now read brain waves to identify specific words and thoughts, a power that one researcher admits might be used for “bad reasons.” Still, the documentary concludes that a foolproof method for manipulating the human brain is unlikely. Directed by Laurence Serfaty, Neuromarketing combines historic and contemporary footage, CGI animation, and commentary from a variety of experts in the field. Fast-paced and informative, funny and quirky, this is highly recommended. Aud: C, P. (M. Puffer-Rothenberg)
Neuromarketing: Consumers Under the Influence
(2009) 53 min. DVD: $169.95. Films Media Group. PPR. Closed captioned. ISBN: 978-1-61733-513-6. Volume 26, Issue 6
Neuromarketing: Consumers Under the Influence
Star Ratings
As of March 2022, Video Librarian has changed from a four-star rating system to a five-star one. This change allows our reviewers to have a wider range of critical viewpoints, as well as to synchronize with Google’s rating structure. This change affects all reviews from March 2022 onwards. All reviews from before this period will still retain their original rating. Future film submissions will be considered our new 1-5 star criteria.
Order From Your Favorite Distributor Today: