Affect and Neuromarketing: The Affective Economy of Molecular Enslavement

Hangwoo Lee ()
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Hangwoo Lee: Chungbuk National University

Chapter Chapter 4 in Affective Capitalism, 2023, pp 59-84 from Springer

Abstract: Abstract This chapter draws on the idea of the non-consciousness of affect from neuroscience's research on the emotional brain that can be associated with the neurological underpinnings, operations, and formations of affect. Then, it explores how capital's intervention, capture, and utilization of the population's affect penetrates the non-conscious register of the body. The neurological functioning of the amygdala and the ventromedial prefrontal cortex constitute a bedrock for defining affect as visceral, pre-verbal, and non-conscious phenomena. The transmission of affect results from the body’s biological regulatory mechanism coordinated with cultural inscriptions. The suggestibility, which reacts and tunes in to external stimuli unwittingly, constitutes the foundation of the energetic sociality of human existence. The affective analysis of neuromarketing firms like Affectiva, Nielsen, and iMotions tracks the infinitesimal biological, chemical, and electrical bodily responses hardly detectable by language and consciousness. It aims to capture somatic markers in real time and uses them for viral marketing and branding. Today's affective capitalism is the economy of molecular enslavement manipulating individual preferences and choices at non-conscious registers.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-99-8174-8_4

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DOI: 10.1007/978-981-99-8174-8_4

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