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NJIT Marketing Experts Measure Brain Waves and Skin Current to Predict Emotions

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Machines still can’t think, but now they can validate your feelings, based on new research from New Jersey Institute of Technology Assistant Professor Jorge Fresneda. Fresneda started his career as a chemist and then became an expert in neuroanalytics. He studies how measurements of brain activity and skin conductance can predict a person’s emotions with high accuracy, and how such information can be used in fields such as entertainment, management, marketing and well-being.

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