Fans of Drew Westen's recent fMRI work will want to see this.

This year, at the UCLA Ahmanson-Lovelace Brain Mapping Center, Marco Iacoboni and his group used functional magnetic resonance imaging (fMRI) to measure brain responses in a group of subjects while they were watching the Super Bowl ads.

The main idea behind this project is that there is often a disconnect between what people say about what they like — and the real, underlying deeper motives that make us want and like some things and some people, but not others. With fMRI, it is possible to look at unfiltered brain responses, to measure how the ads shown today elicit emotions, induce empathy, and inspire liking and wanting.

In retrospect, there's not a lot to look at here. You basically just have to take the guy's word for it.