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neuroscience

Adam Craig / USF Marketing Dept.

Have you ever seen an advertisement that you just know is wrong, you realize the moment you’re watching it, you’re being lied to?  You know, like the bracelet that promises to make you smarter, more attractive, and lower your cholesterol?

But no matter how outrageous those claims, some people still fall for them. USF Assistant Professor of Marketing Adam Craig is studying how our brains react to advertising—particularly deceptive ads—and he’s using neuroscience techniques to do so.