Monday, January 08, 2007

Brain Scans to Predict When People Buy Products

For the first time, researchers have used functional magnetic resonance imaging (fMRI) to determine what parts of the brain are active when people consider whether to purchase a product and to predict whether or not they ultimately choose to buy the product ... This paper is the latest from the emerging field of neuroeconomics, which investigates the mental and neural processes that drive economic decision-making.