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Neuromarketing is the future, but . . .

MarketingProfs, December 2, 2009
Increasingly, marketers are turning to "neuromarketing," or brain-imaging techniques such as functional magnetic resonance imaging in the quest for consumers' "buy button." Psychophysiologist Samuel D. Bradley, PhD, explains why the tool is not the magical solution marketers are longing for and notes that the brain will reveal answers only if marketers ask "meaningful questions in cleverly designed experiments."