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Neuromarketing: Can You Read My Mind?

BEHAVIORAL TARGETING

March 5, 2010

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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