If you want to read a good book about the intersection of science and marketing, I recommend this book to you. Lindstrom takes you through the various hoops of using fMRI to get at what is going on in people's brains when they do things or view ads. From sex (it does not sell that well, you are distracted by it and forget what they are selling, but if you can generate controversy using it, it can be a real winner) to "reality" advertising like Ford used with its pre-release of the Fiesta to a group of folks who wouild socially network about it, to where God shows up in the brain of nuns, he covers a range of topics well and in a readable and reasonably inexpensive paperback. An interesting section on mirror neurons. These are neurons that fire in your brain in much the same place that the neurons in a person who you are watching will have their neurons firs. So, like it or not, porn will be forever be with us. People like to look at people getting laid. It makes them feel like they are getting laid. But it will not sell anything except itself. A suggested cheap and easy read.