April 12, 2007 Have you ever wondered about the relationship between sex and cars? Intuitively, we all know there’s something going on there, but new research in the area of neuromarketing is beginning to shed light on the subject and it appears there’s a connection. Brain wave recording devices have been available for decades but new technology can now pinpoint more precisely which brain regions are active as people respond to products or make brand choices or are exposed to advertisements. The neuroscience dream of being able to peer into the functioning brain has been made possible. When Daimler Chrysler recently showed pictures of their cars while measuring brainwave activity with an fMRI scanner, they found that sports cars stimulated the reward centre of the brain, which is also the area stirred by drugs, alcohol and sex. The front view of the cars, with distinctive facade and headlight “eyes”, subjects showed brain activity in the facial recognition centre of the brain.
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