S.O.T.T: In the highly-competitive, multi-million dollar advertising industry, science is increasingly becoming an important tool in determining exactly what kinds of marketing campaigns and products appeal to a potential consumer - so much so that there is an emerging field dedicated solely to getting inside our brains to figure out what we really want. This hybrid of science and advertising is known as neuromarketing, and according to Alex Hannaford of The Telegraph, it has actually been around for more than two decades.
Experts, such as Steve Sands of El Paso, Texas, use electroencephalography (EEG), functional magnetic resonance imaging (fMRI) and eye-tracking technology to help measure biological changes experienced by a person in response to marketing-related stimuli, he explained. The technology measures an individual's brain signals, changes in blood flow and other physiological reactions to determine what really interests people on a subconscious level
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