Brain Scans and Predicting Success

A research team that included professors from Duke University Fuqua School of BusinessTemple University, New York University and the University of California, Los Angeles has identified a measure of brain activity that can help predict how effectively a TV ad will yield increased sales.  Research results indicate that ” the more activity found in the ventral striatum, the more successful the ad was in the marketplace, based on data the companies had gathered on how well the ads boosted sales.”  Here’s an overview of the study and results.


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