MIND READING BRAIN SCANS LEAD TO COMMERCIAL USES

Posted on November 12, 2009 by Jeffrey Newman

Technical advances in brain scanning now allow individuals to post electronic messages just by thinking them. Last month, Adam Wilson posted a message “Go Badgers” on Twitter and became the first person to post an electronic message just by thinking it, when aided by a scanning device developed at the University of Wisconsin. With a little practice, Wilson learned to pick out letters from the alphabet. The capacity of the new scanner to detect the electrical fields generated by currents from brain cells is considered a major breakthrough and is now being put to commercial use. Gemma Calvert, professor of applied neurology at Warwick University and founder of Neurosense has many customers including Unilever, Procter & Gamble, McDonalds and GMTV. Research says that most of our purchasing decisions are subconscious, but brain scans can reveal those processes and help corporations market their products. Some people feel this is “brainjacking”, however, the research has significant potential benefits. For example studies indicate that when cigarette packaging with health warnings are shown, the result may be counter-productive. The brain scans show that when smokers re shown the warning labels it activates the ventral striatum and nucleus accumbens implying that the labels are actually triggering a craving for cigarettes. Scientists also believe that brain scanning will help with metal illnesses such as depression and schizophrenia.