Who Really Won the Superbowl?

Using functional magnetic resonance imaging (fMRI) to measure brain responses to the Superbowl commercials. Your amygdala was not as amused by that FedEx ad as you were.

COMMENTS
Jeff Wong's picture

It would be fascinating to employ this fMRI analysis in an audio context during DBT listening sessions. For now, instead of focusing on if participants heard differences, just compare their brain activity while listening to components. Arny Krueger might detect more differences than he thinks.

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