Dr. Shannon Rinaldo is using new computer software to study brain functions.
Why would a marketing professor using these scientific gadgets? Dr. Rinaldo says they help her study people's reactions to marketing campaigns by measuring changes in their facial muscles, heart rate, respiration, and eye movement.
"We've been studying consumers and we ask them what do you think about this or how much do you like this or how funny is this, now we can ask them those same questions and map it on to their physiological responses and we just get better quality data," said Dr. Rinaldo.
In the future Dr. Rinaldo wants to take the experiment on the road by putting the equipment on a person and measuring their reactions to ads as they walk through different stores.