Interesting article from the scientific point of view.  This, to say the least explains how people's brains react based on their sense of things, but does not at least in the short term helps you predict people's reactions to certain products or issues.  It only tells you that different people have different reactions to the same stimulus.  On the other hand somebody would figure out a sort mind reader using this tecnology to present you ads, based on what things make you feel confortable.

Asimov saw it coming: Picking a voter's brain

All the brain scans in the world won't crack the mystery of what makes people vote.

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