However, even consumer-driven processing models with operations in Europe are facing increased scrutiny with slower consumer activity expected to take hold as we head into the second half of 2012 and 2013.
One new technique being used by some neuroeconomists is transcranial magnetic stimulation, in which a coil held next to the head issues a low-level magnetic pulse that temporarily disrupts activity in a certain part of the brain, to see if that changes the subject's preferences for example, for a particular food and how much he is willing to pay for it.
"It's part of our research into a total ubiquitous technology society, and activity recognition is an important part of that, " said Hiroyuki Yokoyama, head of web data research at KKDI's research labs in Tokyo.