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Viewpoint: Issue 427 30 Aug 2006

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Science tells us that if people don't 'feel good' about using public transport they won't

By Tony Duckenfield

There is a quiet revolution that is changing the world of advertising and marketing research, stemming from new understanding of how the mind works. The buzz phrase starting to be used is 'brain science', which has developed on the back of new brain scanning technology. This is enabling the mind to be mapped accurately for the first time and is both challenging some long-held beliefs and providing proof of others that have been intuitively understood.

For example, it is now clear that...

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