Questions on Buyology by Lindstrom and Brainfluence by Roger Dooley - Paper Example

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Middlebury College
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Article review
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*For all questions below, highlight all relevant parts of the reading and summarize the points in your own words in the margins; then answer the question in your own words.

Martin Lindstrom, Buyology

Based on the excerpts from Buyology, summarize Lindstroms overall understanding of human life and behavior. For example, what, according to Lindstrom, drives human behavior? What motivates people? What do people want?

According to Lindstrom, the Buyology is what drives the human behavior. Buyology is the subconscious thoughts, desires and feelings that influence the decisions made by people in their everyday life.

The data just vanished from my brains hard drive, Lindstrom writes after forgetting his hotel room key. Whether Im aware of it or not, he adds, my brain is simultaneously processing all other kinds of information, including long-term storage (2). What do these metaphors imply about Lindstroms view of the brain? How might this view of the brain explain Lindstroms interest in neuromarketing techniques?

The above metaphors as used by Lindstrom likens the human brain to a computer. Therefore, just like a computer that can process information and given commands, so can the human brain. The human brain processes lots of other information and it is possible to lose some in the process. The computer has short term and long term storage known as RAM and ROM respectively. The human brain functions in a similar manner, some information is temporarily stored whereas some is stored permanently.

Lindstrom mentions a few possible criticisms of neuromarketing. List these criticisms, and summarize Lindstroms response.

Some of the criticisms about neuromarketing include the notion that the intrusion can cause adverse health effects to the consumers. Secondly, the process is a breach of privacy since it involves the X ray glasses peering into peoples most innermost feelings and thoughts. Lindstrom responds by saying that these claims are unjustified and unless abused, the new technology is very beneficial and comes with an ethical responsibility.

In class, weve discussed the advantages and disadvantages of using the first person I in writing. Lindstroms article makes liberal use of the I; what effect does this technique have on his article? In other words, how does Lindstrom use the I? Include a specific example in your answer.

Lindrstrom uses the first person I in writing the whole article to show that he is sure and owns whatever claims he put in ink. Lindstroms style of writing gives the reader assurance that the facts stated are true and not altered in any manner. An example is when Lindstrom uses this technique to defend neuromarketing by saying, While I have enormous respect for Commercial Alert and its opinions, I strongly believe they are unjustified.

Roger Dooley, Brainfluence

Dooleys book is written in a somewhat distinctive style. Leaving aside his subject matter, which, if any, elements of Dooleys writing do you find distinctive or noticeable? What effect does Dooleys writing have on you as a reader?

As a reader, I find Dooleys style of writing distinctive in two ways. First, the use of subheadings throughout the course of the text makes the work easily understandable. Separate ideas are put in different paragraphs and there is a subheading for that. Secondly, Dooley uses the question and answer technique to make his work more understandable by the reader.

Describe the 2004 fMRI study conducted by Read Montague, based on what we know from Dooleys article. How does Dooley interpret the Montague study? Is there an alternative explanation of Montagues results?

According to Dooley, the fMRI study conducted by Read Montague proved that the labels that were meant to frighten and scare away the smokers, were responsible for stimulating their craving. Dooley suggests that they did not achieve their desired purpose because after a repeated exposure, they became familiar to the smoker.

Based on what weve read so far, what is your current sense of the validity of neuromarketing as a commercial and scientific enterprise? What makes you say this?

From a personal opinion, I am against neuromarketing. A much as producers are developing new ways to popularize their brands, the methods should not be intrusive in any manner. Some of these seemingly harmless techniques could have adverse long term effects.


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