Following the conversation by Scott Adams (Dilbertblog) about free will this is a really interesting article about predicting purchase intent through brain scans.
“When people see something they want to purchase, a portion of the brain called the nucleus accumbens “lights up” on a brain scan. If the price is too high, another region of the brain called the insula is activated and the mesial prefrontal cortex (MPFC) is deactivated, Dr. Brian Knutson of Stanford University in California and colleagues report.”
Full Article here.
Imagine how much easier setting price points for new products could be.