I will now start a new series of articles writing down my ideas on privacy and the loss of same. In my opinion, privacy is not lost in the internet. Actually, I think you have to look somewhere else altogether.
There is a general fear of neuro-Marketing. Every click in the internet leaves footprints and will be shamelessly taken advantage of! And we will be victims of collected data. That is what Norbert Bolz wrote in the “Süddeutsche” of August, 28th/29th, 2010. I hear the same tune from other corners, as well.
Consequently, I will now test my consumption habits.
Books are something I buy spontaneously. I often buy them for friends if I wish to give them something I think they might like. Also, I like buying what friends recommended. Of course, I am also a customer of Amazon – especially when it comes to the classics. For instance, a short time ago I bought all novels by Thornton Wilder.
So what does Amazon know about me? They know that I tend to prefer sophisticated books and that I buy second hand books whenever I can. Amazon probably filed me away under the category “miser”. But what does the exception “Thornton Wilder” tell them about me?
The nice notes sent by Amazon suggesting what I might like to buy are something I still find amusing. More often than not, quite interesting titles are among what they recommend. Unfortunately, however, I have never bought a book following one of these adverts so far.
But I am sure Ebay knows everything about me – after all, they are particularly dangerous. Just imagine all the things I already bought and sold:
Mitgliedsname spielzeug_alt (Bewertungspunktestand von 3366)
🙂 After so many transactions, one must assume I would have to be so transparent you can see through me.
Realistically, however, all this jumble of data will not give much information. Perhaps it is obvious that I sold quite a few model cars and model railways. (I used to own a huge collection of old toys, some were really great antiquities). If you, however, conclude that I am interested in model railways, you are wrong. After all, the reason why I sold my collection is that I am no longer interested as a “consumer”.
Incidentally, I bought 10 soap dishes that used to belong to the former “DDR Volksarmee” a short time ago. Let me emphasize that they were really top quality! Now I am probably filed away as soap dish fetishist. I am sure nobody will come to the correct conclusion, namely that I returned to cleaning my body with water and soap, instead of using all those plastic containers for shampoo, shower gel,…. And it is not at all easy to get a soap dish in any of the shops in Unterhaching. And since 10 dishes cost 1.50 € (plus 2 Euros mailing expenses), I was in a position to give away some soap dishes to all my children and friends. Now they, too, can avoid all the plastic waste.
Now I already see the super computer with the AI systems (AI = artificial intelligence) being activated by the neuro marketing people: what is Dürre doing with 10 soap dishes?
But perhaps there are better application fields for neuro marketing when it comes to my consumption habits? What else do I consume?
First and foremost, I definitely buy many bikes and few cars. I enjoy riding high-quality bikes (Koga, Utopia, Brompton, Scott). This summer, however, I bought a very economically priced bike from a not very famous manufacturer.
What does neuro marketing conclude from this? What kind of bike will they now offer me?
Maybe they will come up with the three-tyre scorpion? With electronic support? I am truly tempted. Incidentally, I am not sure if I would prefer the version with or without electricity. But even if neuro marketing were to find out, they would again be out of luck. I would never buy the Scorpion. It might look nice, but it lies too low for me. And it costs as much as a Dacia.
Cars are another matter. Basically, I no longer ride any cars. Yet I still indulge: my Isetta. It is almost as old as I am. I wonder if neuro marketing would now come up with the idea that I secretly wish to have a 190 SL or a Porsche 256. Actually, it would be some help for me, because I do not know myself which old-timer I would like best. In the end, after long deliberations, I would probably settle for “just” a VW beetle. Emotionally, I like it better than the Porsche. Or maybe the “Duck”, after all?
I also treated myself to two clocks during the last 20 years! Both were from Ebel. At the time, I found the advert rather inviting (The architects of the time). I hope neuro marketing will now not conclude that I am an Ebel fanatic. As it happens, I only bought those Ebel clocks because at the very time I looked for a new clocks, they were on sale for half their original price in a watches and clock shop in the “Pep”. And they looked nice, too. Unfortunately, those were the times when it was fashionable to buy quartz clocks. Today, I would no longer do such a thing.
The clock shop in the “Pep” is a thing of the past. Consequently, the probability that I will ever again buy a clock is rather small these days. And if I buy one at all, then it will be a mechanical Rolex. I would treat myself to the magnifier for the date field, which I used to consider ugly, but which I now really would appreciate. Besides, a Rolex has such a long life-span that it would no longer be worth it for me…
Besides, will not buy another clock. After all, I basically want to get rid of this cumbersome object I always fasten to my arm. I can see what time it is all over the place (cell-phone, laptop, bike computer, stove, radio, even church spines,…). Is there anything left where you cannot read the time from? And when I do some typing on my laptop, the watch is definitely in my way.
As it happens, I only wear my watch because it looks so nice. And my two aristocratic watches are definitely good enough for that. Even if they are out of order because the batteries are empty. In that case, the quartz is not a problem, either. They look just as nice with an empty battery as with a full one. No, neuro marketing will definitely not benefit at all by looking at my clock consumption.
I also bought two suits from “Loden Frey” in the recent past. One of them was at a bargain and the other cost the full price. Wouldn’t that be something for neuro marketing to catch me with? But I would not advise anybody to offer me a tie or silk socks. I have ties to spare – and never wear any these days. And I hate silk socks. I would really get angry if anybody offered me silk socks.
Now I find it hard to come up with yet more consumption ideas. But no! I also like going to the theatre and eating out. Yet, if neuro marketing thinks they might get hold of me there, they are wrong.
My visits to the theatre are always very spontaneous – and I always like to let the play surprise me. I often go eating out. All restaurants that combine quality and hospitality are welcome. There are quite a few restaurants near Haching offering Bavarian, Chinese, Greek, Indian and Yugoslavian food. I always leave the choice to whoever accompanies me. Consequently, neuro marketing will have a hard time here, as well. As far as eating habits are concerned, I am a multiple personality.
The fact that I indulge in ice-cream once in a while is also not something you should draw wrong conclusions from. I try not to eat too many sweet things. And my preference is home-made fruit and cinnamon ice cream.
And I only patronize McDonald twice a year: on my way to and back from Patras in Greece.
No, I am definitely not frightened by neuro marketing! I also believe it is vastly overrated. But at least quite a few marketing agencies and their smart employees make a living by it. And what else can you expect in modern times?
RMD
(Translated by EG)
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