The Guardian: "Film companies in Hollywood are employing a brain scientist at California Institute of Technology to measure reactions to films so they can tailor them more closely to our unconscious needs. Steven Quartz, a lab director at CalTech is pioneering the use of 'neuromarketing', using brain scanning technology to do market research. 'We wanted to look at how the brain processes emotions and, since movies induce emotions so powerfully, they were an effective way of doing that," says Quartz. "Out of that grew the awareness that it would be a good way of seeing how people respond to movies.'" (via Ryan)