Ad men use brain scanners to probe our emotional response | Psychology of Consumer Behaviour | Scoop.it
Neuromarketers are using MRI scanners and electrode caps to work out our hidden reactions to their adverts...

 

"Pradeep says watching people's brains via caps covered in electrodes or magnetic scanners that are normally used by hospitals to detect cancer is better than direct questioning because, "when you ask people to tell you how they feel, the very act of thinking about a feeling changes the feeling"."