Using advanced tools to see the human brain.

• Position: NOTEWORTHY - Brief article

Using advanced tools to see the human brain at work, a new generation of marketing specialists may be able to test a product's appeal while it still is being designed, suggest researchers at Emory University, Atlanta, Ga. So-called "neuromarketing" takes the tools of modern brain science, like the functional MRI, and applies them to the somewhat abstract likes and dislikes of customer decisionmaking...