In a message dated 12/2/2003 1:26:42 PM Eastern Standard Time, [EMAIL PROTECTED] writes:
> BrightHouse Institute has begun using magnetic resonance imaging > (MRI), a technology traditionally used in health care to create > images of activity within the brain, to reveal how people feel about > things, such as products and commercials, more accurately than those > people can explain their feelings in focus groups and surveys. > --"'Neuromarketing' firm launched by Atlanta ad veteran," > Atlanta > Business Chronicle, June 14, 2002 Functional MRI is no where near being able to reveal this stuff. Yes, you can map brain activity for pleasure disgust and other asorted changes but ironically the positive and negative look alike. In other words some things do elicit strong emotional responses (from the limbic system) but it hard to differentiate the good from the bad. Checking physiologic parameters like skin temperature, pupillary response and blood pressure are better easier and cheaper. Remember that MR scan time goes for about $3K per hour for clinical work (the amount a site gets from payers for clinical exams in that time). Research time is about $500 per hour. Functional MR studies require a fair amount of expertise to perform and interpret. I think this dog don't hunt. Bob Zimmerman - Neuroradiologist extraodinare _______________________________________________ http://www.mccmedia.com/mailman/listinfo/brin-l
