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More and more advertisers are trying to tap into the unconscious to divine the invisible forces that drive spending decisions. Using gadgets to track eye movements, computer maps of faces to capture a momentary grin (approval) or squinting (anger), and sensors to measure perspiration or monitor brain activity, companies are mining consumers' raw emotions for information."It's not that people won't tell you, they actually can't tell you why they're making the decision they're making," said Jessica Azoulay, vice president of the market intelligence practice at Isobar, a digital marketing agency.The new techniques recognize that our purchase decisions are driven by both rational and emotional factors, and reflect research showing the brain takes in information on different levels.Techniques measuring arousal can signal whether an ad stands out amid today's media avalanche.Isobar had more than 1,000 seniors review a series of rapidly presented images and words about exercise.
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