There is a lot that can be said about neuromarketing. Many people question the validity and effectiveness of such research. And even more question how ethical it is.

The truth is most people don’t really understand what neuromarketing really is. The confusion around the field is greater than a prepubescent boy not sure what is all going on downstairs.

Credit:  Election 2016 (Giphy.com)

Credit: Election 2016 (Giphy.com)

Let’s break down fact from fiction.

Fact: Neuromarketing is based in science. The fields of neuromarketing and neurobranding are based in neuroscience. Neuroscience is the study of the nervous system that spans the fields of biology and psychology.

Credit:     www.nbc.com   

Credit:  www.nbc.com 

Fiction: Neuromarketing is mind control. Unlike those bad 1950 horror movies, neuromarketing won’t make you do something you didn’t already want to to. Nothing other than a person’s choice, has the ability to make them give up their free will.

Credit:     www.fxnetworks.com

Fact: Neuromarketing has been used for years. Though the buzz in this industry has been growing for years, it has been around since the dawn of marketing.

For years large companies like Coca-cola and IBM have been paying larger firms to conduct private studies giving them the marketplace advantage.

Now many of these studies are being conducted on college campuses, and in smaller firms with the evolution of new technology. Making the results more readily available to all.

Fiction: Neuromarketing is manipulation. I love the word manipulation. It sounds so sinister. The truth is though, we as human beings are born manipulators. A baby needs something, they cry and manipulate (or motivate - your call on word synaptics here) their care taker into getting it for them.

We are born with this trait and we spend our entire lives trying to be more subtle and better at it.

Let’s be honest a relationship, at its base level, is two people trying to convince each other of their point of view. If you have agreement you have a relationship. And if you don’t have agreement, you most likely don’t have a relationship.

Simply put, neuromarketing strategically uses the methods you already instinctively use in your personal relationships.