Matthew Taylor
speaker
407 appearances
3 recordings
1 series
first heard Nov 2011
last heard Nov 2011
Matthew Taylor’s voice in public audio — every appearance, attributed to the second.
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Appearances
Professor Reid Montague is a high-profile brain scientist at University College London, and his study of the world's favourite fizzy drinks provided tentative evidence that our choices aren't always what we think they are.
By scanning the brains of his subjects, he was able to show that people who actually preferred the taste of Pepsi still chose to buy Coke and vice versa.
In other words, it was the marketing of colas, not the taste, which operated on their automatic brains.
And it's that that drove people's preferences.
So presumably, this can help you guide all sorts of people trying to sell us things.
Professor Gemma Calvert, the Managing Director of Neurosense, is a pioneer of neuromarketing.
And Gemma knows how to make you eat more fast food.
That's terrifying, isn't it?
I mean, the idea that you're using brain science to overcome my perfectly rational and commendable concerns about fast food.
As we'll hear, government advisers are now trying to catch up with the marketers.
They've got their own experiments in fast food restaurants.
But they've a long way to go, because it's not just in influencing our choices of food and drink that the neuromarketers have been appealing to our automatic brain.
You're listening to one of the most successful advertising campaigns of recent times.
Watching two mustachioed men, dressed like 70s athletes, running around, somehow managed to ensure that the 118118 telephone inquiry service came to dominate the market.
And behind what seemed like inspired wackiness, there lay some hard science.
The man behind the campaign, advertising guru Robin White, says neuroscience has reminded trendy creative people, the kind of people who work for him, of some very old, basic techniques.
Given the growing influence of the neuromarketers, it seems the question is not whether brain science will change the world, but how.
Yet standing out against the enthusiasm of people like Gemma Calvert and Robin White, there are dissenting voices, and none louder or more cogent than former clinician Ray Tallis.
He's coined a new word for what he sees as a combination of hype, bad science and dangerous philosophy.
Neuromania.
Showing 41–60 of 407 · page 3 of 21
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