Can brain responses to movie trailers predict success?

Decades of research have shown that much of our mental processing occurs at the subconscious level, including the decisions we make as consumers. These subconscious processes explain why we so often fail to accurately predict our own future choices. Often what we think we want has little or no bearing on the choices we actually make. Now a new study provides the first evidence that brain measures can provide significant added value to models for predicting consumer choice.