Neuromarketing plays a large role in my new book, The Warhol Gang. And it appears it’s going to play a large role in our society too. I love it when my guesses pay off.

Four weeks ago, The Brain Guy’s name popped into the news when it was announced that Nielsen Co., still the world leader in “audience measurement,” had made what it called a “strategic investment” in a theretofore unheard-of California company called NeuroFocus, where Dr. Knight additionally serves as chief science adviser and where Dr. A.K. Pradeep, who holds a PhD in engineering, serves as chief executive officer. Together they blend the science side and the business side of an enterprise that uses brainwave analysis to, they assert, unlock the Holy Trinity of advertising. As in:

Are you paying attention?

Are you emotionally engaged?

Have you retained the information that the advertiser is trying to implant in that brain of yours?