What do WALT DISNEY, FACEBOOK, GOOGLE and APPLE have in common?! They all take advantage of neuromarketing!
The Walt Disney Company has taken the advantage of neuromarketing so seriously that in 2008 it has established a secret laboratory in Texas (Austin) aimed at performing neuromarketing studies. Disney has gone so far in his research that he has built a theatre within the facility where the participants in the survey were also subject to research while watching the show (Dooley, 2009). The facility is open seven days a week from 09:00 a.m. to 10:00 p.m.. Today it is not operating as a secret laboratory, but it is used for the purposes of research by both Disney and other companies. The name of the laboratory is “The Media Science”, and it utilises the latest neuromarketing technology. Although large companies are reluctant to publish neuromarketing research (in an attempt to have it classified as secret), in order for them to gain as much credibility as possible with their customers, did you know that Inside Out, the computer-animated Disney Pixar film has been designed completely so as to suit neuromarketing purposes?! Google uses neuromarketing techniques on a regular basis in order to strengthen its competitive position in the market through marketing. In 2008, Google Inc., in cooperation with the NeuroFocus Inc., a neuromarketing company, has conducted reserch in order to determine if multi-layer advertising appearing on the official You Tube website attracts people’s attention and aims to raise awareness about the brand. Facebook is the world’s largest social media network with over 1 billion monthly active users with 9% of all digital advertising spent on the very advertising on Facebook. With such a high rate of total revenues from digital advertising, Facebook wished to determine which of the paid ads were the most perceived and the most clicked ones. And, of course, Facebook has sought the answers to its questions in neuromarketing. What about iPhone?! Do you really love your iPhone literally? Lindstrom concludes that the research participants actually react to iPHONE 6 as though they were in the presence of their spouse (husband/wife) or a family member. More precisely, Lindstrom provides a conclusion based on scientific evidence, stating that the research participants do not show any dependency towards iPHONE 6, but they “literally love their mobile phone” (Lindstrom,2011).This very statement has upset the scientists who have ultimately refuted this claim vehemently based on facts, using undisputed scientific facts that were missing in Lindstrom’s statement.
Welcome to the world of neuromarketing. This is where science lies, as well as the means in which your brand (your product brand) is brought closer to customers!