JamesBailey, an organizational behaviorist and professor of leadership at George Washington University, argues that we often take this one step further and apply what is called the "halo effect" to these stars.
"In the not-too-distant future, firms will be able to tell precisely if an advertising campaign or product redesign triggers the brain activity and neurochemical release associated with memory and action, " predicts JamesBailey, professor of organizational behavior at George Washington University.