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Rather than develop new machinery, perhaps we just need to redeploy 
existing medical equipment to get the job done. 
 
Automotive News February 2, 2004 Automakers Tap Minds of Consumers  by: 
Bill Britt 
 
DaimlerChrysler and others are using MRI's to examine the way consumers 
think so they can make sales messages more effective. 
 
Participants in the study were placed in an MRI scanner and shown pictures 
of sports cars.  "The two major parts of the brain showing increased 
activity when viewing a sports car are the right ventral striatum and the 
right fusiform gyrus.  The first is the reward center of the brain, which 
also is activated by natural stimulants such as sex, cocaine, and 
chocolate.  Things that signal rewards and pleasure have the ability to 
motivate humans.  The second area is associated with recognizing faces and 
having expert knowledge about something, like cars."  "Seeing the cars 
signals social domination, it activiates the reward mechanism," says senior 
study author Henrik Walter. 
 
Perhaps the work will result in better advertisements, and stimulate more 
self-contained globules of desire to buy German. 
 
Eric Hake 
 
 
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