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On Suppliers of New Desires, Neuromarketing and Jewelry On Suppliers of New Desires, Neuromarketing(1) and Jewelry June - October, 2016 ©adasokol.com This text was written byAda Sokol, under consultation and edit by Mateusz Hebda. All images are part of collaborative project by Ada Sokol and Etienne Garachon. Credits: 3D still lifes & models: Ada Sokol Jewelry design: Etienne Garachon (2) “Desire and its object are one and the same thing: the machine, as a machine of a machine. Desire is a machine, and the object of desire is another machine connected to it” “Everything is productuction, since the recording processes are immediately consumed, immediately consummated, and these consumptions directly reproduced” Gilles Deleuze and Felix Guattari, “Anti Oedipus” ( ) (1.) Intro Nowadays, in this era of hyper-consumerism and accelerated production, lifestyle is defined by the wish to own luxury goods. Thinking about neo-consumerism as an ide- ology and order that is created by human desires in turn poses a question about the relationship between people and personal objects. Do we still have dominion over ob- jects-products or rather they over us? Are we able to control our desires? Where does this capitalistic libido come from, and who or what is responsible for raising its level? If it is a machine of commodification, how its effect can be measured? Every desire needs to be realized; thus every desire drives to create a self-propel- ling consumerism machine. Material goods can give psychological pleasure and a feeling of completeness, add self-assurance, or affect social success. Because of these effects, the state of “ownership” becomes addictive and subsequently an actual, acquired necessity. The manifold process of mass production, through the production of new desires, drives us to lose control over object-products. (4) It would be impossible not to mention reality’s romance with the great internet ma- chine. Over the past decade or so, we have watched the realization of a revolution in consumerism. E-commerce has not just changed the way we buy; it has changed something integral about the way we communicate. On Instagram, Facebook and Twitter, brands are now discussed and dissected; companies’ stories are subverted and inverted. Wizard media companies view social media not as a competing medium, but as an extended medium of their empire. The existence of the internet in our life has created game-changing like bite and clickbait currencies. According to recent studies1, large numbers of “likes” activate pleasure centers in the brain circuits of the members of generation Z and most millen- nials. Liking/disliking has become a completely new way of expressing approbation or reprobation, displaying virtual empathy, and has empowered the quantity and speed of content production over quality, driving our new behaviors, and thus new desires. The lack of terms in the language to denominate and frame these systems, relation- ships and consumerism organshas led to the creation of the effected phrase “com- fort product”. This phrase aims to explain objects-products that, through ownership, consistently provide satisfaction (in other words, products that , similarly to “comfort food,” people turn to in order to feel emotions associated with contentment). At the same time, comfort products produce desire through their existence and even their “names” (would we ever associate valuable/personal products with pleasure if they did not have this status in culture?), and the fear of not fulfilling these needs causes mental anxiety, for example, of social exclusion. This constantly repeating cycle (we desire, we produce, we consume to desire more, produce more and consume more – the capitalistic ouroboros) is a hoax from many perspectives. In searching for the origins of the above-mentioned social, psychological and even moral shifts, we have to consider the immerse force of marketing on our daily life and especially the tools of marketing—the modern, powerful and evil machine of consu- merism— that reveal the process behind generating capitalism’s desire: neuromarketing. 1 Read for example: http://well.blogs.nytimes.com/2016/06/14/for-teenagers-the-pleasure-of-li- kes/ (web access: 11.10.2016) (5) (2.) Quintessence of Neuromarketing Neuromarketing is an devilish mechanism. By using the fusion of neuroscience and marketing for the sake of advertising, it reduces human beings to nothing more than natural systems to hack. The goal of neuromarketing is to hit subconscious thinking, inculcate new desires in the brain, control further behavior and finally push society to buying products automatically. Many disciplines are embodied in neuromarketing ; for example: electrophysiology, neurophysiology, behavioral biology, neurology, and cognitive neuropsychology all have a place. The main goal is to understand consumers’ emotions and to find a way to affect their ”primary thinking process,”which in advertising terms is called ”selective perception”. Daniel Kahneman’s popular theory of dual processes in the human mentality divides the characteristics of the brain into two systems: one is a continuous stream of tho- ughts below awareness, fast multithreaded, automatic and uncontrolled and one is conscious, deliberate mental ”work” – planning, analyzing and rehearsing; slow, single threaded, deliberate and controlled. The first one works without effort, is emotion– driven and is the first responder. In fact, because of the first system, we are in effect contrivances that make decisions instinctively, intuitively and emotionally 95% of the time, in order to minimize mental exertion or maximize pleasure. The brain activates the rule-based second system only when it must. According to Freud’s theory the psyche is divided into the conscious mind, which is further divided into the ”reality principle” (Ego), moral imperatives (Superego) and the unconscious mind, called the id, which incorporates the ”pleasure principle.” The ego always wants to be rational. Freud would add that we attempt to find the balance between the desire of hedonism covered by the id and the vision of ourselves hidden in moralism of the super-ego. Nevertheless, both the ego and the “first responder” mentioned above reflected most directly in our actions. Actually, the rest is only our human rationalizing of unconscious desires. Briefly, neuromarketing is the use of the tools from Kahneman’s and Freud’s theories to refine and control buyer behavior. It does not reveal anything, by-passing what little conscious thought the brain actually has. Neuromarketing rather undertakes the mechanism of our understanding the reality (with fundamentals of Kahneman’s the- sis) in order to create a new desire and implant its power to consumers’ (according to Freud’s concept) “pleasure principle” and Superego centers in the brain. (6) By influencing our primary intuitions, emotions and aesthetic preferences, neuro- marketing tactics remakes us. In the digital era, we are constantly being analyzed, judged and factored.. Every second, we are part of somebody’s statistic and counting our own. We feel attached to our screens and decoupled from our reality identities. Do we own our personalities, or we are only shaped by daily portion of social media feed? Neuromarketing seems to be a wizard in that play by creating commercial sce- narios, supported by a solid base of knowledge about the brain’s systems, it changes our primary preferences. It does so in real time, because of the speed of the internet machine and big data loops. (2.1) The Emotional Game Strong & Seek Pleasure Neuroscience tells us that emotions are the most powerful drivers of consumer de- cision-making. Multiple choices are non-continuous and only emotion-based. Thus, the ability to harness, analyzes, and act on consumers’ moods and real-time passion points is game-changing. It is impossible to tune society to a particular mood with a particular factor and in a particular time. The influence of weather, the food we eat, the amount of sleep, interactions with other people, etc. all affect our daily moods. Negative proportions of those factors can cause us to use non-intellectual reasoning and make irrational choices. And even if people knowwhat they feel they usually don’t know why. Some generalizations have been made based on numerous studies in the context of consumers’ actions. Three factors are the central to harnessing emotions in real time: dopamine, data and technology. Dopamine stimulates a consumer’s heightened emotional state of desire. Data are social sharing measures : what, when and how consumers share the things that really matter to them. Technology is real-time media delivery, an ability to activate advertising in real-time—the exact moment we show emotional state and passion points. The research of Dr Peter Steidl, the co-founder of the company “Neurothinking,” looks at what consumers feel at the time of sharing and receiving content of interest, and then, what drives them to engage with the information that is shared and received. He and Kerry McCabe, the director at the online advertising company “RadiumOne,” explain the central factors in wider context: “Neuroscience research says social sha- ring activates the rewards system of the brain, triggering dopamine releases similar to those we get from sex, food and exercise. Dopamine is the ‘feel-good transmitter’. Whenever we achieve something, the brain rewards us with a pleasurable dopamine (7) release. The important word here is ‘seek’. Dopamine does not make us feel happy. It pushes us to seek happiness. We know consumers go through these phases when they share online. They experience a dopamine release which makes them feel good. Not long afterwards, they feel a desire for another dopamine hit This makes them more receptive to any proposition they hope might deliver a dopamine release, and if the creative message delivered is aligned with the content they shared earlier, we know they’re more open to our offer than consumers who have not shared relevant content in the first place. (...) The objective of our neuromarketing research has been to demonstrate that there’s a direct relationship between content being shared, impressions being served and direct sales.
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