Super Cool Article

From an article in the New York Times:

In contrast, M.R.I. scanning offers the promise of concrete facts -- an unbiased glimpse at a consumer's mind in action. To an M.R.I. machine, you cannot misrepresent your responses. Your medial prefrontal cortex will start firing when you see something you adore, even if you claim not to like it. ''Let's say I show you Playboy,'' Kilts says, ''and you go, 'Oh, no, no, no!' Really? We could tell you actually like it.''

Other neuromarketers have demonstrated that we react to products in ways that we may not be entirely conscious of. This year, for instance, scientists working with DaimlerChrysler scanned the brains of a number of men as they looked at pictures of cars and rated them for attractiveness. The scientists found that the most popular vehicles -- the Porsche- and Ferrari-style sports cars -- triggered activity in a section of the brain called the fusiform face area, which governs facial recognition. ''They were reminded of faces when they looked at the cars,'' says Henrik Walter, a psychiatrist at the University of Ulm in Germany who ran the study. ''The lights of the cars look a little like eyes.''