Brain scam?

@article{Brammer2004BrainS,
  title={Brain scam?},
  author={Michael Brammer},
  journal={Nature Neuroscience},
  year={2004},
  volume={7},
  pages={1015-1015}
}
S ellers have always spent a great deal of time, money and energy trying to find ways to influence buyers' decisions. Now, thanks in part to the increasing accessibility of functional magnetic resonance imaging (fMRI), marketing executives are hoping to use neu-roscience to design better selling techniques. If the media hype is to be believed, then fMRI is being exploited by savvy consulting companies intent on finding 'the buy button in the brain' , and is on the verge of creating advertising… 
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