Neuromarketing is a field which was created solely by the emergence of cheap brain imaging technologies such as fMRI and diffusion spectrum imaging. It is simple in concept, and eagerly pursued by advertisers. Groups of volunteers have their brains monitored in real time, as they they see or think about desirable and undesirable goods, and the results analysed to determine which areas of the brain light up only for desirable goods. This enables ad campaigns to be fine tuned to only those desirable areas of the brain.
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It's the answer to every market researcher's prayer: a way to get inside the heads of consumers, literally. It addresses the biggest problem facing conventional market research, says Thom Noble, managing director of Neurofocus Europe, the...