Does the use of brain scans take advertising too far?

"It's early days for neuromarketing," says Karl Moore, a management professor at McGill University who's working with a British firm to bring neuromarketing research to Canada. "But it's beyond just a glimmer in someone's eye." The goal, Moore explains, is to discover what creates a positive emotional response and how to boost that feeling. "What we are trying to do," Moore says, "is understand what people's emotional visceral responses are to marketing stimuli so we can be more effective in things we design."