Feeds

Brain scanners to be used to 'design' political candidates

MRI 'Neuromarketing' - ads which read your mind

A new approach to endpoint data protection

Sinister news today, as psychologists in the US unveil plans for so-called "neuromarketing" - the use of magnetic-resonance brainscans to maximise the appeal of products while they are being designed.

Dan Ariely and his colleague Gregory S Burns - professors in the fields of psychology, behavioral economics, psychiatry and "neuropolicy" - contend that using functional Magnetic Resonance Imaging brain scans (fMRI) technology on test subjects while preparing a product could be marketing gold.

"Neuromarketing may prove to be an affordable way for marketers to gather information that was previously unobtainable, or that consumers themselves may not even be fully aware of," says Ariely, according to a statement released yesterday by Duke University, where he is based.

Techno mindreading preparation, according to Ariely, needn't be limited to such applications as selecting designs for cars, gadgets etc. It would also be ideal for gauging people's reactions to food, entertainment, buildings and more.

Perhaps most sinisterly of all, Ariely comments that "neuromarketing" could also become a major factor in the "design phase" of "political candidates".

The two profs' paper, Neuromarketing: the hope and hype of neuroimaging in business, is published here in Nature Reviews Neuroscience (subscriber link). ®

The Essential Guide to IT Transformation

More from The Register

next story
Just TWO climate committee MPs contradict IPCC: The two with SCIENCE degrees
'Greenhouse effect is real, but as for the rest of it ...'
Asteroid's DINO KILLING SPREE just bad luck – boffins
Sauricide WASN'T inevitable, reckon scientists
Brit amateur payload set to complete full circle around PLANET EARTH
Ultralight solar radio tracker in glorious 25,000km almost-space odyssey
Boffins spot weirder quantum capers as neutrons take the high road, spin takes the low
Cheshire cat effect see neutrons and their properties walk different paths
NASA Mars rover FINALLY equals 1973 Soviet benchmark
Yet to surpass ancient Greek one, however
Famous 'Dish' radio telescope to be emptied in budget crisis: CSIRO
Radio astronomy suffering to protect Square Kilometre Array
prev story

Whitepapers

7 Elements of Radically Simple OS Migration
Avoid the typical headaches of OS migration during your next project by learning about 7 elements of radically simple OS migration.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
Solving today's distributed Big Data backup challenges
Enable IT efficiency and allow a firm to access and reuse corporate information for competitive advantage, ultimately changing business outcomes.
A new approach to endpoint data protection
What is the best way to ensure comprehensive visibility, management, and control of information on both company-owned and employee-owned devices?