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fMRI

fMRI, Neuron Data Validated

By |May 17th, 2010|

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: […]

fMRI Lie Detection Going Commercial

By |October 5th, 2007|

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. […]

High-Res PET Scans Said Better Than fMRI

By |September 7th, 2006|

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 […]

High Resolution fMRI Reveals New Level of Detail

By |September 5th, 2006|

Functional magnetic resonance imaging has been one of the tools of choice for neuroscientists investigating brain activity – its scan data can be processed into colorful brain images showing which areas of the brain are active at a given […]

fMRI Studies of Anti-Smoking PSAs

By |August 29th, 2006|

Just about all of the fMRI studies we’ve seen or heard about are for commercial advertisers, but it looks like the neuromarketing bug has bitten the smoking cessation crowd. Researchers at the University of Pennsylvania have conducted a pilot […]

fMRI Studies Overrated?

By |July 3rd, 2006|

A provocative article in Seed by Yale’s Paul Bloom, Seduced by the Flickering Lights of the Brain, suggests that scientists are getting carried away with their reliance on fMRI studies….This is more than just phrenology. But it is not […]

NYTimes: fMRI Empathy Research

By |January 24th, 2006|

fMRI research at the University College London showed gender-specific levels of empathy for individuals perceived as "good" or "bad".

Your Brain on Porsche: Neuro-Nonsense

By |June 29th, 2015|

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. […]

Should You Put the Price First or Last?

By |June 11th, 2015|

Should you lead with the price? Or wait? Harvard and Stanford researchers used fMRI brain scans to find the answer to this common question.

Neuromarketing Careers

By |April 8th, 2015|

Are you looking for a career in neuromarketing, or as some prefer to call it, consumer neuroscience? How should you pursue that goal? Is such a goal even a good idea? I’ll try to provide answers, or at least […]