The buy button
How advertisers are trying to use neuroscientific techniques to hack our brains.
An episode of the Out of the Ordinary podcast, hosted by BBC Radio 4, titled "The buy button" was published on April 5, 2021 and runs 28 minutes.
April 5, 2021 ·28m · Out of the Ordinary
Summary
Half of all money spent on advertising is wasted. But we just don't know which half. In recent years, marketing professionals have been trying to use neuroscience to locate the "buy button" in our brain, which if pressed would make us buy their stuff. It's the holy grail: a way of knowing, in advance, which ads are going to work and are worth spending money on, and which ones would flop. The promise, from both marketers and some neuroscientists, is that our brains can, effectively, be hacked. But does it work? Presenter/producer: Jolyon Jenkins
Episode Description
Half of all money spent on advertising is wasted. But we just don't know which half. In recent years, marketing professionals have been trying to use neuroscience to locate the "buy button" in our brain, which if pressed would make us buy their stuff. It's the holy grail: a way of knowing, in advance, which ads are going to work and are worth spending money on, and which ones would flop. The promise, from both marketers and some neuroscientists, is that our brains can, effectively, be hacked. But does it work?
Presenter/producer: Jolyon Jenkins