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Neuromarketing is directed to the brain

In the book, ”Yes”, which came out three years ago compare the journalist and writer Katarina Bjärvall us consumers with kicksökande drug addicts where the doses all the time must increase.

Why do we buy things we don't need or even want? Why do we continue with the lifestyle that makes us empty, more stressed and destroy the only planet we have to live on? It is questions such as Katarina Bjärvall highlights in his acclaimed book.

among other things, it is called ”neuromarketing”. It is about the methods in which marketers use insights from neuroscience to affect the target audience's opinion or action, for example when a product or service to be sold.

Katarina Bjärvall. Photo: Paul Hansen

the Discipline was developed by psychologists at Harvard University back in 1990 when scientists noticed that consumer choice is affected by reasons outside of logic, in so much that ninety per cent of the cases.

today, social media is an important arena for neuromarketing, advertising pops up in context where we feel safe and secure – the midst of the greetings and updates from friends and colleagues.

Read more: So, fooling ourselves that the act of the sale

to consume as much, despite the knowledge that köphysterin consume large quantities of finite natural resources? This is one of our greatest riddles, say Katarina Bjärvall.

She believes that one answer is that today the entire society is organized around the growth, consumption and profit and that money to shop for can fade through the ever-available credit.

another answer is our own brain, the reward system, which means that we get rapid lustkänslor of new gadgets and experiences. The key is dopamine, the neurotransmitter that can make us addicted not just to drugs and alcohol, but also of candy and likes on Facebook.

In connection with the book ”Yes” (Harpercollins publishers) came out said Katarina Bjärvall, among other things, that she landed on the bottom of the brain. Dopamine gives a kick and it feels good. It can be about to buy a new car, a new kitchen or just an ice cream.

”Yes,” Katarina Bjärvall. Photo: Harpercollins publishers
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