Inside The Consumer Mind

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As Coca-Cola’s famous “Mean Joe Green” ad unfolded frame by frame, a magnetic resonance imaging machine recorded what was going on inside the viewer’s brain. When oxygen carried by blood pooled in the medial pre-frontal cortex, an area just behind the forehead, Jon Morris, a market researcher and communications professor at the University of Florida, knew he had scientific proof that the ad elicited emotion.

Science’s study of the brain has yielded some tantalizing clues about how the mind works.

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