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For the last few years, while fans have been recovering from an excess of guacamole and sports analysts were explaining why the winning team actually prevailed (scored more points?), small teams of neuroscientists have been at work doing…

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…