What you didn't think you thought

A recent study has mapped out the way in which our minds respond to advertising. Surprisingly, what you think you think, you don't. Confused? Give this a minute. An applied research company (FKF) and brain mapping center at UCLA set out to "measure the effect of many of the Super Bowl ads by using fMRI technology". In addition, they mapped out "general" advertising, such as team logos, etc. (Consumerist says, "And we all know how rational we are about loyalty to sports teams. Ahem, Chicago Cubs?"). Both of these visual stimulants reside in the same area of our brain.

Apparently, answers given in focus groups are not accurate to what people actually think and feel. While that fact may come as no surprise (focus groups are always a bit forced), the clincher is that we believe we make educated and rational everyday choices, but in actuality we don't. How does advertising fit into this equation? Advertisers pray on our actual illogical choices, but convince us that we're correct in believing we're making educated and rational ones.