Neuromarketing: Weird Science or Field of Dreams?

In an effort to get into the mind of their customers, now companies are doing just that. According an article in today’s New York Times, “The ardor of the ad business to adopt the technical tools of biometrics — measuring brain waves, galvanic skin response, eye movements, pulse rates and the like — is increasing as consumer spending, the engine of the American economy, slows.” See for yourself at http://www.nytimes.com/2008/03/31/business/media/31adcol.html?_r=1&oref=slogin