FKF Applied Research, LLC and Professor Marco Iacoboni of the UCLA Ahmanson Lovelace Brain Mapping Center will monitor activity in regions of the brain know to help control whether a consumer ‘will buy or reject a pitch’.
The fMRI brain imaging gear displays activity in parts of the brain responsible for elemental responses, including wanting, reward, surprise, fear, disgust, conflict, and attempts to control emotions. It intends to publish the findings after the game.
Said Dr Joshua Freedman, assistant clinical professor of psychiatry at UCLA and co- founder of FKF Applied Research: “Pundits and polls certainly can't access this information - fMRI lets us see how people are actually reacting to the ad.”
