Latest Matthew Lieberman Stories

Study on smokers' brains may mark dawn of a new age in advertising Advertisers and public health officials may be able to access hidden wisdom in the brain to more effectively sell their products and promote health and safety, UCLA neuroscientists report in the first study to use brain data to predict how large populations will respond to advertisements. Thirty smokers who were trying to quit watched television commercials from three advertising campaigns, which all ended by showing the...

Researchers said on Tuesday that brain scans may be able to predict what you will do better than you can yourself, and be a powerful tool for health officials or advertisers seeking to motivate consumers. The researchers found a way to interpret "real time" brain images to show whether people who viewed messages about using sunscreen would actually use the product. Emily Falk and colleagues at the University of California Los Angeles said the scans were more accurate than the...