Another in our occasional series spiking the guns and call the bluff of those trying to apply modern neuroscience techniques to marketing.
The Economist has a nice piece on the debate around the related field of neuro-economics…
Of course, there is some good stuff happening which helps describe human behaviour more accurately than homo economicus but it seems many economists are also falling into the same traps as the neuromarketing community
I won’t repeat the debate for you but I like the the idea of the Hedinometer – a machine for measuring utility at an individual level
…invented in the 19th Century (just in case you were wondering)