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EDITORIAL

Neuromarketing and AI—Powerful Together, but Needing Scrutiny
Paul Root Wolpe

“Neuromarketing” is a term generally referring to the use of neurotechnologies—primarily brain imaging—to directly access brain response to marketing stimuli. For example, one famous study examined how a consumer’s brain reflects their preference for Coke or Pepsi. The assumption of neuromarketing is that directly observing a brain response is in some degree truer, purer, and more unsull...

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