fmri

I've been waiting for the first news of neuromarketing in the 2008 U.S. presidential election, and it has arrived a full year before the election itself. The first few conclusions seem so obvious as to not require firing up a…

It's Halloween, so Popular Mechanics must want to scare its readers. The magazine has thrown fuel on the fire of neuro-alarmism by running a November issue cover story by Jeff Wise talking about "digital thought police" and filled with…

Some pundits question whether neuroscientists scanning brains with fMRI while people watch advertisements is a valid way of measuring ad effectiveness. GoDaddy.com's buxom babe was declared a flop by neuroscientists, but drove more web…