The Future is Creepy: Reading Consumer’s Brainwaves

brainscansProduct marketing has always been a high stakes game, where companies rely on psychology, competitive strategies, and well-honed ad campaigns to appeal to consumer’s instincts. This has never been an exact science, but it may soon be possible for advertisers to simply read your brainwaves to determine what you’re thinking and how much you’re willing to pay.

This past October, the German news site Spiegel Online profiled the provocative work of a Swiss neuroscientist and former sales consultant who is working on a method of measuring brain waves to determine how much a person would be willing to pay for a good or service. Known as “feel-good pricing” to marketing critics, the idea is already inspiring horror and intrigue.

brainwavesThe neuroscientist in question is Kai-Markus Müller, the head of Neuromarketing Labs who has over 10 years of experience in neuroscience research. According to his test, Starbucks is not actually charging enough for its expensive coffee. In fact, it’s probably leaving profits on the table because people would probably still buy it if they charged more.

To conduct this test, Müller targeting an area in the brain that lights up when things don’t really make sense. When test subjects were presented with the idea of paying 10 cents for coffee, their brain reacted unconsciously because the price seemed too cheap. A coffee for $8, on other hand, produced a similar reaction since the price seemed too high.

brain-activityOne would think that this method would help to determine optimum pricing. However, Müller then set up a coffee vending machine where people were allowed to set their own price. The two methods then matched up and revealed that people were willing to pay a higher price than what Starbucks actually charges. Somehow, paying less made people think they were selecting an inferior grade of product.

Naturally, there are those who would be horrified by this idea, feeling that it represents the worst combination of Big Brother surveillance and invasive marketing. This is to be expecting when any talk of “reading brainwaves” is concerned, dredging up images of a rampant-consumer society where absolutely no privacy exists, even within the space of your own head.

neuromarketOn the other hand, Müller himself takes issue with the notion of the “transparent consumer”, claiming that “Everyone wins with this method”. As proof, he cited the numerous flops in the consumer economy in the Spiegel Online article. Apparently, roughly 80 percent of all new products disappear from shelves after a short time, mainly because the producers have misjudged the markets desire for them or what they are willing to pay.

It’s all part of a nascent concept known as Neuromarketing, and it is set to take to the market in the coming years. One can expect that consumers will have things to say about it, and no doubt those feelings will come through whenever and wherever producers try to sell you something. Personally, I am reminded of what Orwell wrote in 1984:

“Always the eyes watching you and the voice enveloping you. Asleep or awake, working or eating, indoors or out of doors, in the bath or in bed — no escape. Nothing was your own except the few cubic centimetres inside your skull.”

futurama_lightspeedbriefsAnd perhaps more appropriately, I’m also reminded of what Fry said about advertising in the Season 1 episode of Futurama entitled “A Fistfull of Dollars”:

“Leela: Didn’t you have ads in the 21st century?

Fry: Well sure, but not in our dreams. Only on TV and radio, and in magazines, and movies, and at ball games… and on buses and milk cartons and t-shirts, and bananas and written on the sky. But not in dreams, no siree.”

Somehow, truth is always stranger than fiction!

Sources: fastcoexist.com, spiegel.de, neuromarketing-labs.com

Futurama Season 7B, Coming Soon!

futuramaThanks to IO9 and Raven Lunatick for turning me onto this! For fans of Futurama, the long wait for the second half of season 7 will finally be coming out this summer. And the buzz is pretty interesting, and promises to broach one of the saddest moments in the series. Yes, it seems that they hope to once again revisit the issue of Fry and Seymour – who’s relationship was cut tragically short when he was frozen. Good thing too, I don’t like how they ended that. You talk about a baller moment, and I aint talking basketball!

Other promises include a nod to the Planet of the Apes franchise, a Thing parody, Leela as a tentacle-monster (possibly a further mutation), a war with a Cobra-esque evil organization, and some more appearances from Robot Satan. And of course, we can all count on the return of our favorite characters and their trademark antics, which would include some smack-talk from Bender, some mild senility from the Professor, some incompetence and impoverished references from Zoidberg, and some limboing and thinly-veiled ganja jokes from Hermes.

Enjoy the preview and join me in counting the days!

Utopia in Popular Culture

Aeon Flux:
Fans of this animated cult-classic are sure to understand why this show has made the list. In the futuristic setting of the show, events revolve around an ongoing conflict between two societies. On the one side, there is Brenga, a police state run by the autocrat Trevor Goodchild. On the other is the anarchist state of Monica, where the show’s main character – Aeon, a Monican agent and spy – comes from.

Much like the world of the Cold War, these two sides are locked in an ongoing state of detente, where espionage and skirmishes take place back on both sides. The border region between them resembles that of Cold War-era Berlin, where a massive wall separates the two and those trying to cross are either shot or cut down. In one particular episode, people who are missing limbs were a focal point, demonstrating just how many people have fallen victim to the border defenses.

This is a common feature in the story, as it seems that the people of Bregna (known as Breens) would like very much to live the lives of Monicans. Its for this reason that one of Aeon’s duties as an agent is to make regular runs into Bregna to get people out through a series of underground passages. It is also suggested that it is precisely because Monica has no official representatives that it is impossible for Trevor Goodchild to deal with them. He does not seem to understand how their society works, and therefore cannot bribe, threaten, or intimidate them into a peace settlement.

Avatar:
Here is a perfect example of the traditional Edenic civilization being threatened by the evil progress-driven bad guys. Though it was not my favorite movie by any means, it’s undeniable (aka. blatant) utopians themes are quite clear. In short, the Na’vi live a peaceful, contended existence with their environment, and are even telepathically linked to a planetary intelligence known as Eywa.

Borrowing elements from Native American lore, the Gaian hypothesis, and the concept of an ecological utopia, Cameron created a world where paradise was to be found by anyone with appreciative eyes. Whether it was their communion with animals, the trees, or Eywa, the Na’vi elevated the concept of living in harmony with their environment to literal levels.

Demolition Man:
Again, we have what is often classified as a dystopia, but which is made so because of its apparent utopian elements. Set in the not-too-distant future of San Angeles – the mega-city formed from the merger of LA and San Diego – the story revolves around the social experiments of one Dr. Raymond Cocteau.

In addition to being the man who invented the cryo-stasis prison system, which was central to the plot, he is also the man who pioneered the San Angelans “utopian” way of life. In essence, this way of life is bereft of violence, crime, and drug use. The people live what can only be described as a peaceful and contented existence, believing that everything that came before them was characterized by violence and brutality.

The price tag was high, to be sure. People are no longer allowed to swear, play contact sports, own guns, or eat anything remotely unhealthy. Violent and/or sexual entertainment has also been banned, as has real sex. However, the people of San Angeles seemed to accept all this based on the state of society prior to Cocteau’s “revolution”.

The proliferation of violence, chaos, drug use and venereal diseases pretty much left them thinking they had no choice.  Such is the nature of utopian engineering, in the end, where people willingly surrender certain aspects of their lives in order to achieve something better. Much like collectivization, the banning of money, or the elimination of monogamy.

Futurama:
This might seem like a bit of a stretch, but I’ve always felt that anyone who loves science fiction can’t help but notice the classic themes and elements in this show. Usually this takes the form of dystopian elements – suicide booths, career chips, the tax monster, etc. However, at other times, some decidedly cheery and optimistic tones make it in.

For example, in one particular episode (season 1, episode 8: “A Big Piece of Garbage”), Earth finds itself being threatened by a massive ball of garbage. They deduce that only a similar ball would be able to deflect it, but unfortunately, no garbage exists. Everything on Earth is now recycled, used cans are recycled to make robots, and used robots are used to make cans. Nothing goes to waste, which is why Fry must teach them how to litter!

And then again, in season 6, episode 2: “In-A-Gadda-Da-Leela”, Leela and Zapp Brannagan land on what appears to be a mysterious, Edenic planet. Here, Leela and Zapp begin living freely as if they were Adam and Eve, which includes shedding their clothes, talking to a serpent, and living off the land. Of course, it was all a ruse by Zapp who once again just looking to get Leela in the sack, but the illusion was complete!

Sid Meier’s Alpha Centauri:
There’s a reason this game is one of my all-time favorites, and that is because it’s so inspired! One immediately gets the feeling upon playing this all the way through that a lot of classic sci-fi elements went into the making of it, as well as genuine cultural, sociological and scientific research.

For starters, there is the concept of colonizing a new world and the social experiments that it naturally will entail, which is in keeping with KSR Mars Trilogy. Each faction in the game represents a different take on engineering the perfect society. There are the humanitarians, the believers, the Gaians, the hive-mind people, the free-marketeers, the militarists, and the rational empiricists.

What’s more, the technology tree that is featured in the game contains many options for social engineering, the intended end result of which is a perfect society in one form or another. These include Thought Control, Cybernetic, and Eudaimonic, three basic visions of utopia which are dependent upon repression, post-humanism, and a utilitarian, social welfare approach meant to enrich the lives of as many people as possible.

There’s even the option of achieving transcendence, which is one of the victory condition’s of the game. This is achieved by merging with Alpha Centauri’s planet-wide organism, becoming part of its mass consciousness and ensuring a sort of quasi-immortality as it were. This is considered the biggest and best victory option since it ensures planetary peace, as opposed to conquering all the other factions, united them, or cornering the planet’s energy market (the three other victory conditions).

Star Trek:
When it comes to commercial sci-fi, Star Trek pretty much has the market cornered when it comes to utopian elements. Whether it was the original series, TNG, or its subsequent spinoffs, it was clear that humanity had reached a state of technical and social perfection thanks to advances made in science and technology, not to mention good old fashion optimism.

For starters, the United Federation of Planets was an egalitarian democracy where all member races were entitled to representation, a constitution guaranteed extensive rights and freedoms, and all wants and needs were addressed thanks to replicators, abundant energy, transporters and warp technology.

And of course, numerous references are made to the fact that Earth is crime free, all known diseases have been cured, and troublesome things like poverty, slavery, exploitation, inequality and human drudgery have all been eliminated. No real explanations are given as to how, but its clear it happened by the 22nd century.

Star Wars:
Though not a utopian series by any stretch of the definition, there are some tell-tale aspects of the franchise which warrant examination. For example, though the bulk of the story takes place during the “Dark Times”, when the evil Empire rules, numerous allusions are made to a time before the Empire where things are described in somewhat idealistic terms.

For example, here is how Obi-Wan describes the role of the Jedi in the good old days as follows: “For over a thousand generations, the Jedi were the guardians of peace and justice in the Old Republic.” In addition, it is also made clear that the Old Republic was governed by an interstellar democracy known as the Galactic Senate. Between the Jedi and the government, things like slavery, conquest, blatant racism, genocide, and all other forms of behavior common to the Empire were highly illegal.

In having this era of peace and relative prosperity to compare their current circumstances with, Lucas was able to drive home the point of how the Empire was illegitimate and had seized power by unjust means. It also made the heroes current predicament seem that much more emotionally involved.

Wing Commander:
Calling to mind such franchises as Star Trek and Man-Kzin Wars, the Wing Commander series takes place in the distant future when a semi-utopian humanity is engaged in a war with a militaristic foe. As with the violent Kzin, the enemy in this series known as the Kilrathi, are a race of feline anthropoids.

Governed by a strict hierarchy and warrior code, the Kilrathi are driven to war and conquest and have been fighting humanity for generations. Though no formal description is ever made of the Earth government or human customs, many hints are given that suggest that the Terran Confederation is governed by the comparatively enlightened ideals of humanitarianism and democracy.

For instance, in the first Wing Commander it is said that Kilrathi do not place the same importance on alien life as the Confederation. Evidently not, since conquest, slavery and genocide seem to be par for the course for them! In addition, several alien species are allies with the Confederation, usually for the sake of mutual defense against the Kilrathi.

And as with Star Trek, the bad behavior of the enemy species is held in contrast to the comparatively peaceful and egalitarian behavior of humans. And as always, this is designed to illicit a point about history and human nature.

Conclusions:
When it comes to popular culture, there never seems to be a shortage of inspired science fiction elements. This is true of movies, television, and the gaming world. However, I can’t help but notice just how more common dystopian movies, shows and games are. For whatever reason, it just seems like tales of dark futures are much more popular. Is it because dark futures seem more realistic, or might it have to do with the proliferation of dystopian literature in the last century or so. Either way, believe me when I tell you that examples of modern utopian sci-fi franchises were much harder to find. No wonder Neal Stephenson challenged the sci-fi writers of the world to come up with something cheerier!