Neuromarketers Are Studying Brain Scans to Influence Our Product Choices

Neuromarketers Are Studying Brain Scans to Influence Our Product Choices

A doctor looking at MRI scan results.

(© zinkevych/Fotolia)


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Julia Gottwald
Julia Gottwald is the co-author of “Sex, Lies, and Brain Scans”, which won the BPS Popular Science Book Award 2017. She completed her PhD in Psychiatry at the University of Cambridge and also holds degrees in Neuroscience from the University of Oxford and Biochemistry from Free University (Germany). In 2016, she won the BAP Public Communication Prize. In 2017, she was awarded the Association of British Science Writers Best Student Journalist Award. She now works for the healthcare communications agency Havas Lynx in Manchester, UK.
A new type of cancer therapy is shrinking deadly brain tumors with just one treatment

MRI scans after a new kind of immunotherapy for brain cancer show remarkable progress in one patient just days after the first treatment.

Mass General Hospital

Few cancers are deadlier than glioblastomas—aggressive and lethal tumors that originate in the brain or spinal cord. Five years after diagnosis, less than five percent of glioblastoma patients are still alive—and more often, glioblastoma patients live just 14 months on average after receiving a diagnosis.

But an ongoing clinical trial at Mass General Cancer Center is giving new hope to glioblastoma patients and their families. The trial, called INCIPIENT, is meant to evaluate the effects of a special type of immune cell, called CAR-T cells, on patients with recurrent glioblastoma.

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Sarah Watts

Sarah Watts is a health and science writer based in Chicago.

Artificial Intelligence is getting better than humans at detecting breast cancer

A recent study in The Lancet Oncology showed that AI found 20 percent more cancers on mammogram screens than radiologists alone.

The Lancet Oncology

Since the early 2000s, AI systems have eliminated more than 1.7 million jobs, and that number will only increase as AI improves. Some research estimates that by 2025, AI will eliminate more than 85 million jobs.

But for all the talk about job security, AI is also proving to be a powerful tool in healthcare—specifically, cancer detection. One recently published study has shown that, remarkably, artificial intelligence was able to detect 20 percent more cancers in imaging scans than radiologists alone.

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Sarah Watts

Sarah Watts is a health and science writer based in Chicago.