Using fMRI (Brainscaning to you and me) for "NeuroMarketing". Scary.

If anyone thought campaigns were about presenting each candidate's strenths and weaknesses and letting an intelligent and informed electorate choose, this should put an end to such pipe dreams.

"No one had done fMRI with politics," Dr. Freedman said. "So we decided to see what we could find."

The UCLA researchers said they have not been contacted by any political consultants other than Freedman's brother and a collaborator, though they expect that to change after the election.

News
CNN.com - Nov 2, 2004