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Attention, shoppers: A brave new retailing world may be just around the corner. Using brain-scanning equipment, a team of scientists has discovered that they can correctly predict whether subjects will decide to make a purchase. To be sure, stores won't actually be able to brain scan shoppers anytime soon to discover which way they're leaning. The necessary technology, a functional magnetic resonance imaging (fMRI) machine, remains prohibitively expensive and requires subjects to lie down in a coffin-like tube. The research, nevertheless, has implications for understanding consumer behavior.
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