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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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