An article in BusinessWeek highlights the emerging field of “neuromarketing” – using brain imaging technologies to test, and ultimately help clients control, consumer response. To quote:
Do you ever get the creepy feeling that advertisers know how to put a lump in your throat, inspire subconscious brand loyalty, or make your mouth water? Just wait: It could get worse. An emerging technique called neuromarketing that uses brain scans to measure human response to promotional messages is starting to catch on in Europe—and soon ads may become even more effective at prompting you to pull out your wallet.
Which begs the question, of course – how much control can I maintain over my own brain? With increasing refinement of brain imaging technologies and continually deepening understanding of how our brains actually function we face the recurring and inevitable question of how to use this knowledge.
This is the world of mental models, of philosophy, ethics, theology and other disciplines. It is also the place of coaching. How do we coach? What do we coach? How do we answer those difficult questions revolving around making our individual and collective lives better?