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The quasi-science of measuring emotional responses to advertising has made gains but still has a ways to go before it's not considered experimental.
Yes, neuromarketing reveals what the conscious mind often conceals. And, of course, advancements in technology make it easier for researchers to record, for example, how the brain reacts to ad messages. Interpreting such reactions is complicated, however, and—not withstanding claims of major breakthroughs in recent years—neuromarketing, like advertising itself, is far from an exact science.
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