Carlos Enrique Fernández García
Consultant REDEM – Peru
"Creativity is connecting things". Steve Jobs
The reflections are the order of the day. And there is an underlying concern to discover the chemistry between man and machine, augmented reality and neuroscience, the Google Glass and augmented cognition. It's about connecting with our current or future world environment extended.
Millions of events, from different directions, occurring in the brain, for a second solo. The contributions of neuroscience allows us to understand and explain how our brains affect their functionality, morphology and plasticity technologies and online media. Neuromarketing and augmented reality are two sides of the same coin.
Neuromarketing studies the effects that advertising has on the human brain and provides specific information on what are the keys to be played in the subconscious to demand higher positive emotional responses to the sender, from techniques for measuring brain activity.
The effectiveness in advertising communication is closely linked to flashover 100 millions of neurons leading to their attachment points called synapses. The excitement generated in the user, insight to recognize a, produces chemicals known as neurotransmitters, such as, e.g., dopamine (pleasure), the acetylcholine (memory), noradrenaline (attention), serotonin (humor), e.g..
Advertising goes to the heart, no reason to. When we compose an ad seek to awaken stimuli (emotional connectivity) in the brains of our consumers, where the reasoning and emotions are housed. Our messages must be accurate, direct and attractive and should come from an analysis of the recipient, levels of care, campaigns to raise placing on scientific criteria to determine time and frequency.
Communication strategies are structured on the basis of new concepts such as meta-awareness, el biofeedback, eye tracking and MRI to acquire data applicable to the positioning of products and services. "Studies to date have shown a good correlation between the results obtained, research using conventional techniques such as questionnaires or focus groups and those obtained with these new research techniques " 1.
The interactivity between the real and virtual worlds is only possible thanks to augmented reality. Its application in advertising helps increase levels of user attention and activate it as dopamine certain neuroconectores, which means an intense approach to consumer emotions, respect to branding and brand loyalty.
Neuromarketing associated augmented reality gives an appropriate value to emotion and becomes very spectacular tool, that overstimulated attention levels user and generates positive actions, although fool the brain to create illusions. "The continued practice of actions in these environments stimulates the formation of new systems' neural wiring", which correspond to changes in habits, custom, values and ways of relating and interacting " 2.
Glass Google will become the first major commercial project of augmented reality
Precisely the increased interaction between environments distort the perception of the real-virtual, what has become a new paradigm: Augmented Cognition (AugCog). This emerging field of neuroscience, product of a true symbiotic relationship between the real and the virtual, aims to develop methods and tools that can explain neurotech processing information inherent in the human-machine interaction.
Las Google Glass used as computer coupled (wearable computers) will become, in short, the first major commercial project of augmented reality that allows us to connect to another "brain", sin cables. Estos interfaces cerebro-computadora, allow us to recognize these devices as the next layer for full Augmented Cognition, tal y como soñó Stephen Hawking.
1 Zapata Curo, Carlos C. “Neuromarketing”. Néstor Cáceres Velásquez Andean University, p. 4. http://es.scribd.com/doc/146239773/Neuromarketing-Carlos
2 Beatriz Marcano. The digital brain: how new technologies are changing our mind (Small y Vogan, 2008). Barcelona. And. Uranus. http://www.tendenciaseducativas.es/index.php?option=com_content&view=article&id=106:el-cerebro-digital-como-las-tecnologias-estan-cambiado-nuestra-mente&catid=6:resena-bibliografica&Itemid=87