Neuromarketing, once dismissed as a fad, is becoming part and parcel of modern consumer society. So we decided to take a good look at it - and try it out ourselves.
That is how several New Scientist readers ended up in a darkened room in London, wired up to an electroencephalograph (EEG) machine and being shown various magazine cover designs. Our aim - with the help of the European arm of neuromarketing company NeuroFocus, based in Berkeley, California - was to observe their reactions on a level that would not normally be possible.
