"Already, some companies are dabbling in neuromarketing.
DaimlerChrysler used MRIs to gauge interest in different makes of cars. Researchers at the California Institute of Technology are scanning brains for reaction to movie trailers. Baylor University scientists just published brain scans suggesting preference for Coke or Pepsi is culturally influenced, and not just a matter of taste. "
Very interesting read. Who is Tom Freedman? Not the guy from The Times right?