Every little while, a neuroalarmist rant pops up in the blogosphere, almost always from someone who read an article about neuromarketing and concludes, "My goodness - now they'll manipulate my brain into buying all kinds of stuff I don't…

Neuromarketing is coming to a cineplex near you. In an interview with Caltech's Steve Quartz, The Guardian reports that movie makers are starting to use fMRI brain scans to evaluate consumer preferences and predict future recall of…

In Scientists Identify Brain Region Responsible for Calculating Risk versus Reward, Scientific American reports on new research shedding more light on the neuroscience of decision making. Nathaniel Daw and John O'Doherty of University…

Wouldn't it be exciting if you could control a machine with your thoughts? Without surgery or electrodes stuck to your scalp, and without a lengthy learning/training process? Well, that possibility is detailed in ATR, Honda Develop New…

Neuroscientists have used fMRI to discover that the brain's anticipation of pain can be as bad as actually experiencing the pain. Marketers should use pain references carefully.

A week doesn't go by with some blogger reading about neuromarketing, fMRI ad studies, and the like, and then posting, "This is creepy - very Orwellian! Pretty soon we'll all be buying stuff we didn't want or need!" While neuroscience DOES…

A few months ago, we mentioned "mirror neurons", which fire when a subject watches another subject perform an action. If the subject has performed the action before himself, these neurons will duplicate, or "mirror" the, action in the…

Neuroscientists at the University of Illinois are testing a brain activity monitor that uses intense infrared light to measure neuronal events in the cortex.

Research on the neuroscience of political persuasion suggests that by turning the O. J. Simpson trial into a debate on racism, defense attorney Johnny Cochran may have allowed the jurors to process testimony in a partisan and emotional way,…

Political marketing is all about persuasion, and brain scans show that some voter groups respond to new information with emotional rather than rational brain areas.