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Psychology has always played a part in marketing and advertising, after all you require an understanding of the human/consumer mind in marketing and psychology is the study of exactly that. Marketing Agency Neurosence aim to truly combine the two.

An ever growing and major field in Psychology is Neuroscience, which in this day an age often involves using brain scanning techniques to understand human behaviour. Neurosence make use of these techniques in the aim of providing greater insight into the consumer mind.

Neurosense claim that their techniques enable them to obtain real feedback on the consumer mind, that they can tap into the unconscious processes behind human decisions and behaviour. This is controversial for many reasons:

• There is still great debate in the psychological community to what we can information we can really obtain from brain imaging. Just because we can what part of the brain is activated by certain behaviour does not necessarily mean we actually understand this behaviour.

• On the other hand  if the technology does reach a certain level, there are potential moral issues involved, total understanding could result in total influence.

I definitely believe that psychology is a vital part of marketing and advertising, neuroscience included, there will be times the findings can be transferred but there will also be times when they cannot. Furthermore, I don’t think we will ever gain a total understanding of human behaviour, we will of gain a much better insight, but I these insights alone are not suffient, they needed to be backed up by creative ideas that you won’t find in a brain scan.