Cognitive science seeks to understand how human mind works. Using its findings to manipulate consumer perceptions can give rise to ethical questions. On the other hand, using it to make learning and skills development easier is likely to be welcomed.
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In fact, businesses are not likely to publicize how they use cognitive science findings in their businesses. A well-known example from psychology will illustrate this point. You are not likely to take kindly to companies using subliminal sales communications to sell something to you. In subliminal communications, the message is so faint or rapid that you are unaware that you are seeing or hearing anything. Yet the message can reach your unconscious mind and might influence your behavior.
Cognitive science studies the mind and intelligence, and draws upon other social and physical sciences including psychology, philosophy, neuroscience, linguistics, computer science and biology. It seeks to focus on computational modeling of human learning and intelligence. Major focus areas are:
It would be evident that findings from the fields outlined just above could help develop products of great value to us humans. For example, tutorial programs can be developed that help us learn languages and knowledge in specific fields. It has been used in developing knowledge management systems and semantic interpretation of search terms (to bring up really relevant search results).
The fields of attention and perception studies can produce findings of particular value to marketers. These can help them develop ads that catch attention better and are perceived in a desired way. It can also be used in customer interviews to identify emotions and feelings the customer is not really aware of.
We will conclude with a brief look at robotics, which presently focus on replicating physical movements (rather than mental functions).
A robot is a mechanical structure with 'limbs', 'muscles' and 'joints' that enable it to reach and move around, and do work. Using these, the robot structures can access difficult or dangerous points and do work that needs to be done. Such industrial robots rarely resemble humans, but might look like strangely shaped human arms. Some might have hands that are actually tools, such as a welding device. Others might have fingers to pick up things.
The mechanical structure is controlled through electronics and software. Different kinds of sensors receive information, and programmed controllers respond to the information in a predetermined manner. In this way, much repetitive and predictable work can be automated, saving on labor costs and avoiding human errors.
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