Tomorrow’s world today

shots 130: September 2011

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Mind Lab’s Dr David Lewis, neuromarketing pioneer, on how it all began and where it’s going.

How did you come across the idea of combining experimental psychology with advertising?

In the 1980s I was lecturing in clinical psychology and psychopathology at Sussex University and I started using a very early form of EEG (electro encephalography) machine for measuring electrical activity in the brain. I needed some stimuli that had to fulfil certain criteria: they

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