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Interviewing your brain

The latest brain research is helping boost our natural mental talents and treat some of the most challenging brain diseases. So far, so good. But what if brain-scanning technology could help companies sell us products?

'Neuromarketing' is a new field of research in which market researchers scan consumers' brains to reveal how they respond to advertisements and product brands. They hope to gain a better insight into how potential customers think, respond and behave as consumers. But is it the best use of new technology?

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Brain activity while watching an advert.
Brain activity while watching an advert.
Gemma Calvert

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