Identifying Preferences with Infrared Brain Imaging

by: Roger Dooley

A variety of technologies are being pressed into service to “read minds,” and Canadian researchers have found they can determine a subject’s preference with 80% accuracy using infrared brain imaging. According to Sheena Luu, a doctoral student who led the research, “This is the first system that decodes preference naturally from spontaneous thoughts. Preference is the basis for everyday decisions.”

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More Choices, Fewer Sales

Consumers must like lots of choices - why else would there be hundreds of shampoo brands and variants on a typical supermarket shelf? Actually, its been known for years that too many choices can reduce consumer purchases.

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