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Lattices of neurons are linked by pathways forged, then continually revised, by experience. After analyzing test data from 21 men and women, Quartz and Asp discovered that consumer products triggered distinctive brain patterns that allowed them to classify people in broad psychological categories. At the other extreme were people whose brains reacted only to the unstylish items, a pattern that fits well with people who tend to be anxious, apprehensive or neurotic, Quartz said.
The reaction in both sets of brains was intense. The brains reflexively sought to fulfill desires or avoid humiliation. Asp, a Swedish researcher who once majored in industrial design, volunteered for the fMRI probe.
The scanner revealed a personality quite at odds with her own sense of self. Instead, the scanner detected the agitation in brain areas associated with anxiety and pain, suggesting she found it embarrassing to be seen in something insufficiently stylish.
Inside the brain of the year-old male volunteer, the sight of a desirable product triggered an involuntary surge of synapses in the motor cerebellum that ordinarily orchestrate the movement of a hand. They have begun to obtain the first direct glimpses of how marketing can affect the structures of the brain.
His daughter had been working as a summer intern in his Baylor laboratory. Since , consumers have been offered new brands of carbonated beverages. Despite differences in taste, color, caffeine and fizz, they are all based on a single sensory theme: sugar and water.
What happens in the brain, Montague wondered, when people decide between Coca-Cola and Pepsi, two of the most popular -- and most similar -- soft drinks in the world? With funding from the Kane Family Foundation and the National Institute on Drug Abuse, they designed an experiment that became a test of the relative importance of the label on a cola can and the contents of the container. Each swallowed sips of cola from a tube in a series of carefully calculated variations on the classic taste test.
Each sip was preceded by a picture of a distinctively labeled red or blue cola can. Montague and his colleagues varied the order of the sodas, the labels and the timing of the sequence.
The volunteers had no preference when the drinks were offered unlabeled, the researchers discovered. But they overwhelmingly preferred Coke whenever that brand was displayed -- no matter what cola was actually delivered through the sip tubes.
When the researchers analyzed the brain scans, they discovered that the Coke label appeared to activate a memory region called the hippocampus, along with structures in the midbrain known to compute the likelihood of rewards. A brain region linked to the sense of self -- the ventral putamen and the medial prefrontal cortex -- also lighted up.
That is how ideas gain control over instinct. Brain scanning has opened the possibility of new forms of manipulation, by charting ways for marketing savants to harness neural circuits of reward and desire more effectively.
In Los Angeles, Quartz and his Caltech colleagues have been negotiating with a marketing company called Lieberman Research Worldwide to find a way to sell brain-scanning services to advertisers.
At the Open University in Britain and London Business School, researchers have been recording brain activity as shoppers tour a virtual store. The researchers say they have identified the neural region that becomes active when a shopper decides which product to pluck from a supermarket shelf. In Germany, DaimlerChrysler Corp.
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