Market researchers are turning to neuromarketing — aka brain scans — to understand secret reactions to advertising, media and product packaging. The goal is discovering what triggers your brain’s pleasure center, spurring that purchase instinct. Dr. Joshua Freedman, a neuropsychiatrist at FKF Applied Research and professor at UCLA, has used brain-scanning technology to test the effectiveness of political campaigns and Super Bowl ads over the last two years. Is he pioneering a new era in market research?
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