Marketplace - Canada's Investigative Consumer Program

Marketplace - Canada's Investigative Consumer Program: "Advertising veteran, Allan Middleton, teaches marketing at York University. He says neuromarketing is in its early stages — and he's mostly skeptical about it can do.
'Theoretically, if you could possibly not only understand how people respond in a laboratory
'If it works…you get to 1984 and Brave New World.' Marketing professor Allan Middleton
situation to a buying stimulus, then it will certainly help marketers forecast behavior. Well, if it works — which by the way I don't think it will — I mean, you get to 1984, and more importantly, Aldous Huxley's Brave New World.' "