Comments on: Newsweek Article: Mind Reading http://www.wonderbranding.com/2004/07/newsweek-article-mind-reading/ Speaking, Workshops, Articles Wed, 01 Feb 2012 18:39:25 +0000 hourly 1 http://wordpress.org/?v=3.1.1 By: Business Evolutionist http://www.wonderbranding.com/2004/07/newsweek-article-mind-reading/comment-page-1/#comment-1479 Business Evolutionist Mon, 02 Aug 2004 10:40:33 +0000 http://www.wonderbranding.com/dev/2004/07/newsweek-article-mind-reading/#comment-1479 <strong>Carnival of the Capitalists</strong> Welcome to this weeks edition of Carnival of the Capitalists! Thank you for stopping by! We've got a long this week, so grab a cup of coffee, or two, and enjoy! Todd at A Penny For posted about the BlogOn conference and comes home with as many question... Carnival of the Capitalists

Welcome to this weeks edition of Carnival of the Capitalists! Thank you for stopping by! We’ve got a long this week, so grab a cup of coffee, or two, and enjoy! Todd at A Penny For posted about the BlogOn conference and comes home with as many question…

]]> By: fouroboros http://www.wonderbranding.com/2004/07/newsweek-article-mind-reading/comment-page-1/#comment-1475 fouroboros Sat, 10 Jul 2004 11:03:01 +0000 http://www.wonderbranding.com/dev/2004/07/newsweek-article-mind-reading/#comment-1475 Oooh. My brain hurts, but it's a good kind of hurt. I always knew my female partners were better at winning business than me, but it's good to know it's becasue I'm evolutionarily hobbled and maybe only 1/2 noisy dolt. Nice post, Michele Oooh. My brain hurts, but it’s a good kind of hurt. I always knew my female partners were better at winning business than me, but it’s good to know it’s becasue I’m evolutionarily hobbled and maybe only 1/2 noisy dolt. Nice post, Michele

]]> By: David Wolfe http://www.wonderbranding.com/2004/07/newsweek-article-mind-reading/comment-page-1/#comment-1476 David Wolfe Wed, 07 Jul 2004 20:41:33 +0000 http://www.wonderbranding.com/dev/2004/07/newsweek-article-mind-reading/#comment-1476 MIchelle, I'm afraid that the tendency in our culture to view "anything worth doing is worth doing to excess," as I observed in one of my recent blogs, is slated to happen once more as marketers try brain imaging to learn about consumers. Too many marketers are ready to try anything (and to excess), rather than spending some time in the annals of behavorial science to learn about human (consumer) behavior. I recently presented my opinions on the limits of fMRI's use in consumer research at Harvard to a team of neurologists who hoped to build an income stream from consumer research to help pay for their $8 million GE MRI equipment. I wasn't terribly supportive because I believe that without a firm grounding in behavior science, fMRI reports may be as misleading as reports from traditional research so often are. It's all very interesting that women's brains light up differently than men's brains do, and that women have four times the cell count in their corpus callosums, but that doesn't tell us anything about what motivates a woman in different seasons of her life -- or men, for that matter. Much of what I have read about brain imaging of consumers is clinically interesting, but I have yet to learn anything that is actionable that I did not already know about in greater depth from other sources including cognitive science, developmental psychology and books about the workings of the brain that tell a great deal more than stand-alone images from fMRI reveal. So, for the time being at least, I don't see brain imaging technology doing all that much to advance marketing effectiveness. Having said all that, thanks for bringing the article to our attention. The more we get marketers interested in the brain, the more we might get them to take greater interest in more classic sources of information about human behavior. As I often say, I think it is shameful that a person can get an MBA in marketing without taking a single course in behavior. fMRI imagery will not make up for this knowledge deficit. MIchelle, I’m afraid that the tendency in our culture to view “anything worth doing is worth doing to excess,” as I observed in one of my recent blogs, is slated to happen once more as marketers try brain imaging to learn about consumers. Too many marketers are ready to try anything (and to excess), rather than spending some time in the annals of behavorial science to learn about human (consumer) behavior.
I recently presented my opinions on the limits of fMRI’s use in consumer research at Harvard to a team of neurologists who hoped to build an income stream from consumer research to help pay for their $8 million GE MRI equipment. I wasn’t terribly supportive because I believe that without a firm grounding in behavior science, fMRI reports may be as misleading as reports from traditional research so often are.
It’s all very interesting that women’s brains light up differently than men’s brains do, and that women have four times the cell count in their corpus callosums, but that doesn’t tell us anything about what motivates a woman in different seasons of her life — or men, for that matter.
Much of what I have read about brain imaging of consumers is clinically interesting, but I have yet to learn anything that is actionable that I did not already know about in greater depth from other sources including cognitive science, developmental psychology and books about the workings of the brain that tell a great deal more than stand-alone images from fMRI reveal.
So, for the time being at least, I don’t see brain imaging technology doing all that much to advance marketing effectiveness.
Having said all that, thanks for bringing the article to our attention. The more we get marketers interested in the brain, the more we might get them to take greater interest in more classic sources of information about human behavior. As I often say, I think it is shameful that a person can get an MBA in marketing without taking a single course in behavior. fMRI imagery will not make up for this knowledge deficit.

]]> By: David Wolfe http://www.wonderbranding.com/2004/07/newsweek-article-mind-reading/comment-page-1/#comment-1477 David Wolfe Wed, 07 Jul 2004 20:41:28 +0000 http://www.wonderbranding.com/dev/2004/07/newsweek-article-mind-reading/#comment-1477 MIchelle, I'm afraid that the tendency in our culture to view "anything worth doing is worth doing to excess," as I observed in one of my recent blogs, is slated to happen once more as marketers try brain imaging to learn about consumers. Too many marketers are ready to try anything (and to excess), rather than spending some time in the annals of behavorial science to learn about human (consumer) behavior. I recently presented my opinions on the limits of fMRI's use in consumer research at Harvard to a team of neurologists who hoped to build an income stream from consumer research to help pay for their $8 million GE MRI equipment. I wasn't terribly supportive because I believe that without a firm grounding in behavior science, fMRI reports may be as misleading as reports from traditional research so often are. It's all very interesting that women's brains light up differently than men's brains do, and that women have four times the cell count in their corpus callosums, but that doesn't tell us anything about what motivates a woman in different seasons of her life -- or men, for that matter. Much of what I have read about brain imaging of consumers is clinically interesting, but I have yet to learn anything that is actionable that I did not already know about in greater depth from other sources including cognitive science, developmental psychology and books about the workings of the brain that tell a great deal more than stand-alone images from fMRI reveal. So, for the time being at least, I don't see brain imaging technology doing all that much to advance marketing effectiveness. Having said all that, thanks for bringing the article to our attention. The more we get marketers interested in the brain, the more we might get them to take greater interest in more classic sources of information about human behavior. As I often say, I think it is shameful that a person can get an MBA in marketing without taking a single course in behavior. fMRI imagery will not make up for this knowledge deficit. MIchelle, I’m afraid that the tendency in our culture to view “anything worth doing is worth doing to excess,” as I observed in one of my recent blogs, is slated to happen once more as marketers try brain imaging to learn about consumers. Too many marketers are ready to try anything (and to excess), rather than spending some time in the annals of behavorial science to learn about human (consumer) behavior.
I recently presented my opinions on the limits of fMRI’s use in consumer research at Harvard to a team of neurologists who hoped to build an income stream from consumer research to help pay for their $8 million GE MRI equipment. I wasn’t terribly supportive because I believe that without a firm grounding in behavior science, fMRI reports may be as misleading as reports from traditional research so often are.
It’s all very interesting that women’s brains light up differently than men’s brains do, and that women have four times the cell count in their corpus callosums, but that doesn’t tell us anything about what motivates a woman in different seasons of her life — or men, for that matter.
Much of what I have read about brain imaging of consumers is clinically interesting, but I have yet to learn anything that is actionable that I did not already know about in greater depth from other sources including cognitive science, developmental psychology and books about the workings of the brain that tell a great deal more than stand-alone images from fMRI reveal.
So, for the time being at least, I don’t see brain imaging technology doing all that much to advance marketing effectiveness.
Having said all that, thanks for bringing the article to our attention. The more we get marketers interested in the brain, the more we might get them to take greater interest in more classic sources of information about human behavior. As I often say, I think it is shameful that a person can get an MBA in marketing without taking a single course in behavior. fMRI imagery will not make up for this knowledge deficit.

]]> By: we make money not art http://www.wonderbranding.com/2004/07/newsweek-article-mind-reading/comment-page-1/#comment-1480 we make money not art Tue, 06 Jul 2004 11:13:58 +0000 http://www.wonderbranding.com/dev/2004/07/newsweek-article-mind-reading/#comment-1480 <strong>The machine that reads your minds</strong> Newsweek has a fascinating article about fMRI, a giant cylindrical magnet able to show changes in brain activity as they happen—hence the "f," which stands for "functional." The fMRI machine can help explain why human beings so often refuse to... The machine that reads your minds

Newsweek has a fascinating article about fMRI, a giant cylindrical magnet able to show changes in brain activity as they happen—hence the “f,” which stands for “functional.” The fMRI machine can help explain why human beings so often refuse to…

]]> By: Yvonne DiVita http://www.wonderbranding.com/2004/07/newsweek-article-mind-reading/comment-page-1/#comment-1478 Yvonne DiVita Sat, 03 Jul 2004 16:31:59 +0000 http://www.wonderbranding.com/dev/2004/07/newsweek-article-mind-reading/#comment-1478 WOW! I can always count on you, Michele. This is tres good stuff! And so interesting...from start to finish. Thanks for posting it, as my Newsweek subscription has lapsed. And thanks for the connection to Andrea Learned and Lisa Johnson. I'm reading Don't Think Pink right now. WOW! I can always count on you, Michele. This is tres good stuff! And so interesting…from start to finish. Thanks for posting it, as my Newsweek subscription has lapsed. And thanks for the connection to Andrea Learned and Lisa Johnson. I’m reading Don’t Think Pink right now.

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