ReachCustomersOnline.com

Searching for the Why of Buy

Posted by TimSlavin at February 27, 2005

"There was an Apple iPod, then a black Aeron chair. A coffeepot by Capresso and a washing machine by Dyson. Christian Dior followed by Versace, Oakley, Honda, Evian and Louis Vuitton.

Each icon of commercial design — 140 in all — was projected onto goggles covering the eyes of a 54-year-old, college-educated, middle-class white male.

The volunteer's head was cradled inside a 12-ton medical imaging scanner at Caltech, held firmly in place at the focal point of a pulsing magnetic field. The chamber reverberated with a 110-decibel sandblaster roar.

Behind a double-thickness of shatterproof glass, Steve Quartz, 42, and Anette Asp, 28, monitored the flicker of his thoughts in color-coded swirls on a computer display."

Decent story and research from the Los Angeles Times (free registration required).
URLs:

http://www.latimes.com/news/science/la-sci-brain27feb27,0,3899978.story?coll=la-home-headlines

Comments

Post a comment

Name:

Email Address:

URL:
Remember Me? YesNo

Comments: