"The hope in neuromarketing is that there's some process in the brain that is a better predictor of whether people will actually buy things than what we already have," said Colin Camerer, professor of business economics at the California Institute of Technology.
Over the past several years, American and German neuroscientists have been using functional magnetic resonance imaging, or fMRI, brain scans to observe what happens in the brain when people evaluate things like beer, cars and politicians.
The latest big finding came from neuroeconomists, who study how people make decisions about everything from buying a lottery ticket to deciding whether to avoid sitting next to a creepy guy on the bus. Earlier this month, Stanford University researchers reported that they've pinpointed the parts of the brain that handle two major parts of a choice -- figuring out how nifty something is and then calculating how likely it is that you'll get it.
The study, published in the May 11 issue of The Journal of Neuroscience, was designed to analyze different parts of the decision-making process. Researchers told subjects to press a button quickly when they saw a target on a screen. Before the target appeared, the subjects were told how much they might win during that round, from nothing to $5.
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