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Neuromarketing, which uses advanced scientific tools such as the functional MRI in an effort to determine what consumers like and dislike, has some wondering if this product-testing science will literally allow marketers to read people's minds, Duke News reports. Dan Ariely of Duke University and Gregory S. Berns of Emory University analyze the science in "Neuromarketing: the hope and hype of neuroimaging in business," published in the journal Nature Reviews Neuroscience. In their article, Burns and Ariely, who will also be a keynote speaker at the IAPP Global Privacy Summit 2010 in April, explore such issues as the potential ethical considerations of neuromarketing.
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