Brain scans using fMRI (functional magnetic resonance imaging) don’t always get a lot of respect. They have been accused of being used to produce research that is colorful but not particularly insightful. One study used fMRI to find activity in the brains of dead salmon (Are Brain Scan Findings Fishy?). Some have even suggested that much of what fMRI scans show is meaningless “chaff,” since the scans don’t measure actual neuronal activity but rather changes in blood flow and oxygen levels in the brain. Now, new research published in Nature has shown that there is indeed a correlation between neuronal activity and what the fMRI can measure: […]
The quest for an effective lie detector has continued for centuries, if not millennia. Unfortunately, current polygraph technology doesn’t work much better than throwing an accused witch in a river to see if she sinks. For the last few years, there has been quite a bit of interest in using fMRI (functional magnetic resonance imaging) as an effective, if not perfect, method to detect deception.
An article in WIRED by Steve Silberman chronicles his experience inside Columbia University researcher Joy Hirsch’s fMRI machine and describes the commercialization of the technology. […]
South Korean neuroscientists experimenting with high-resolution positron emission tomography (PET) brain scans claim the technique offers more accurate results than fMRI techniques. Cho Zang-hee, the director of Gachon University of Medicine and Science’s Neuroscience Research Institute in Incheon, studied […]
fMRI research at the University College London showed gender-specific levels of empathy for individuals perceived as "good" or "bad".
Every year, consumers spend more time using digital devices. Every year, more media is consumed digitally. Naturally, advertising dollars are increasingly flowing to digital as well. But, don’t pull the plug on that direct mail campaign just yet. New […]
The last few months have been mostly good news for neuromarketers. From major university research to corporate investment, credibility is on the rise. But, completely dismissing the sketchy science perception won’t be possible as long as people use and abuse neuromarketing concepts and technology. […]