Neuromarketing. It’s how marketing and messages have manipulated the brain’s dopamine, with implications for addiction and depression. Dopamine is the “reward” neurotransmitter that tells our brains we want more—substances (including food) or behaviors that release dopamine in the extreme leads to addiction. On the other hand, serotonin is the “contentment” neurotransmitter that tells our brains we don’t need any more--yet its deficiency leads to depression. Ideally, both are in optimal supply. Yet dopamine evolved to overwhelm serotonin—because our ancestors were more likely to survive if they were constantly motivated—with the result that constant desire can chemically destroy our ability to feel happiness, while sending us down the slippery slope to addiction. With the advent of neuromarketing, corporate America has successfully imprisoned us in an endless loop of desire and consumption from which there is no obvious escape. Explore solutions and a call to action to overcome the altered happiness responses, with implications for food choices and discernment of marketing messages.
Learning Objectives
Identify examples and consequences of neuromarketing.
Understand the influence of dopamine upon addiction and depression.
Articulate the interactions of dopamine and serotonin.
Develop neuromarketing solutions and its altered happiness responses, with implications for food choices and discernment of marketing messages.
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