€€€To understand the purchasing behavior of consumers, a new technique emerged i n the early 2000s in the United States

and has recently appeared in France. It i s the neuromarketing. As its name implies, this method combines two elements: ne uroscience and marketing.

€€€This involves analyzing the brain activity of the consumer to view a product (at the time of his deed of sale) or by advertising, using a scanner (or MRI). A ccording to the inventors of this technique is very sophisticated when a person buys such a product, it means she wants a strong, and in this case, the MRI, it became clear that a particular part of the brain is stimulated: it is the putame n, which is the seat of immediate pleasures and instinctive and part of the "zon e unconscious" on the brain.

€€€The excitement of consumers are somewhat crude but may be troubled by his env ironment, his conscience. That is why the old methods of marketing based on surv eys, tests appear to be unreliable because what decides the mouth may be differe nt from what the brain feels now (the design, the idea that there is a brand ... can change everything!)

€€€With this discovery, companies (like Coca-Cola, American banks) have decided to analyze the responses obtained through their products to better adapt them an d their advertising to "taste" of consumers.

€€€Neuromarketing appears as a new branch of marketing. It's like El Dorado for businesses. What's more magical than coming into the brains of consumers to know exactly, precisely what and how to sell them. €€€This opens the way for new advertising campaigns of another kind: more focuse d, more attentive to the desires of consumers ... Neuromarketing would become th e panacea ...

€€€But is not this too rosy a picture of this new marketing technique? €€€Indeed, from the outset, we notice something very questionable: with neuromar keting, using the techniques of science, namely MRI, for purely commercial. Medi cal ethics are strongly opposed to elsewhere. Safeguards and have also been esta blished to control the use of neuromarketing in the United States. €€€Moreover, the idea of manipulation is underlying pervasive. Now who says hand ling, says deception. The aim of companies is to manipulate the consumer's brain into buying their product. There, Neuromarketing, handling seems more profound: they are the primary emotions, almost unconscious of the consumer are affected. Therefore, it runs the risk of being operated without his knowledge!

€€€Then, finally, Neuromarketing is it dangerous for the consumer? €€€It does not appear, at least for now.

€€€Indeed, few companies use them as neuromarketing studies are very expensive ( the MRI does not lie in every corner!). Moreover, companies that control them pr efer to do it quietly because the opinion is unfavorable to the idea that we can enter such a way in his brain. €€€Certainly, companies have rushed into this niche "juicy" but on looking close r, studies have suggested anything truly scientific. €€€Anyway, is it that easy to manipulate the brains of people? Apparently not. T he act of purchase is extremely complex and comes in a multitude of factors othe r than the immediate pleasure and instinctive.

€€€Finally, Neuromarketing appears, for now, just as a new way of marketing, as a new way for companies to sell more. This seems to simply open the way for new advertisements that will act differently on the consumer: they will aim to boost our implicit memory, to leave traces in our brain without one's being really co nscious. Another kind of manipulation can be?

€€€Co-authors: BRUNET Isabelle (specialist in personal development) and Katy GAW ELIK (Doctor of Law, specializing in wellness and personal development)

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