For instance, the million dollar budgets of Super Bowl adverts may "test no better than a video of flashing light" when its effects are measured on the brain, according to Sands Research, one of the largest neuromarketing research facilities. But, that's just because, as it is now, ads aren't scientific. With the help of new science, advertisers can tweak their ads to manipulate our brain in all the right places, making them more compelling.
While the research is drawing interest from big name companies like Microsoft, Sands admits that they haven't found any "magic buy button" in the brain just yet. Still, savvy shoppers be fair warned, it may take a real iron will to stay on budget now.