Advertisers Tap Brain Science - Wired News

By Randy Dotinga

02:00 AM May. 31, 2005 PT

Scientists are scanning brain activity in the hopes of catching sight of the physical mechanisms that determine whether you prefer Coke over Pepsi.

The nascent research, known as "neuromarketing," could one day lead to new advertising strategies that directly stimulate hard-wired mental reflexes rather than appealing to fuzzy consumer attitudes.

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