Getting Inside Your Head

As neuro goes mainstream, Big Business hopes to decode the brain's secrets

Marketers already seem to know a lot about how we think, but what if they could actually watch our brains work as they test their products? A recent experiment by Read Montague, a neuroscientist at Baylor College of Medicine, may be laying the groundwork for just that. In an experiment last year, he scanned volunteers' brains as they drank samples of Coke and Pepsi. When the colas were not identified, the tasters showed no particular preference for either. But when they were shown the iconic red-and-white label, they expressed a huge preference for Coke, irrespective of which cola they were actually sampling....

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