Oh boy, now the National Academy of Sciences is in on this neural marketing thing. Wine tasters thought “more expensive” were “more pleasant’ and even experienced greater pleasant sensations in the neo-cortex, even though, in reality there were no differences in the wine. Hmmm, I guess advertising’s “snoot appeal” can now be proven!
Hmmm, I wonder who funded this study, using MRI brain scans, at the California Institute of Technology? Next thing you know, panels will have their brains wired up during concept testing.