In Science Daily: Neuroeconomics: Studying Brain Responses Gives Marketers Increased Ability to Predict How People Make Decisions
ScienceDaily (Apr. 24, 2012) — Magnetic resonance imaging (MRI) is typically used by medical professionals to visualize the internal structures of the human body. By using MRI to study the brain, Ming Hsu, assistant professor of marketing at the University of California, Berkeley's Haas School of Business, found a method to characterize how the different regions of the brain function in concert to enable people to anticipate and respond to competitors' behavior .... "
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