Searching for the "buy button" in the brain

Searching for the "buy button" in the brain

2nd May 2011, Comments 0 comments

More and more research is being done in Holland in the field of neuromarketing. That's a new field that analyses consumers' response to marketing stimuli.

Researchers are scanning the brains of students while they're being shown a large number of pictures, varying from pornography to architecture and from schocking wounds to a happy family. The MRI images enable scientists to detect what prompts aversion or desire in the person's brain.


Once they've determined that, they begin the second phase of the research: how does the person's brain respond to commercials, logos and products. In short, they're trying to discover the buy button in people's brains. They're on the verge of a major breakthrough.

Eric Beauchemin

Radio Netherlands


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