Scanning The Consumer's Brain

摘要

It's a familiar scene if you've ever watched a hospital show. The strapped-down patient is pushed into the narrow tube of a functional magnetic resonance imaging (fMRI) machine and within minutes doctors scan the inner workings of the brain as they search for tumors or lesions. But could the brain scan perhaps also reveal whetherrnthe patient likes a new Nokia phone or thrills to the vroom of a Harley-Davidson? That's the premise of neuromarketing. It's a hot trend and the subject of Buyology: Truth and Lies About Why We Buy by Danish consultant Martin Lindstrom.rnLindstrom tells us early on that his neuromarketing research took three years, spanned much of the globe, and cost millions of dollars. (Eight unnamed corporations picked up the tab.) But the research takes up only a fraction of this uneven and sometimes frustrating book. For many more of its pages, we accompany Lindstrom on a broad tour of marketing.