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The brain’s experience — opening the black box

In: Customer Experience

Author

Listed:
  • Colin Shaw

    (Beyond Philosophy)

  • Qaalfa Dibeehi

    (Beyond Philosophy)

  • Steven Walden

    (Beyond Philosophy)

Abstract

In the opening scene in the 2002 movie Minority Report, John Anderton (played by Tom Cruise) walks through a shopping mall. The year was supposedly 2038. In that scene, John Anderton’s eyes are scanned and the interactive billboards are instantly changed or customized to fit John Anderton’s likes and preferences. The ads call out to John Anderton as he walks by. This is the most straightforward future that can be predicted by the melding of neuroscience to business. It does not require a large leap of foresight (though perhaps it required a bit more in 2002). It is straightforward because it simply shows what might happen to advertising as it progresses towards one-to-one marketing. Believe it or not, the practical application of this has already started to be tested and deployed on our very real streets. We will speak about this in more detail a little later.

Suggested Citation

  • Colin Shaw & Qaalfa Dibeehi & Steven Walden, 2010. "The brain’s experience — opening the black box," Palgrave Macmillan Books, in: Customer Experience, chapter 8, pages 127-143, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-29177-5_8
    DOI: 10.1057/9780230291775_8
    as

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