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By Anna Farrell  Anna Farrell is a rising second year undergraduate student at Emory University. Early on in her Neuroscience major she became interested in Neuroscience’s interdisciplinary nature and continued on to declare a second major in English.  As cyber espionage and hacking are on the rise (Watson, 2016), major corporations, governments, and financial systems have pushed for using biometrics as a more secure way to guard their data. Biometrics measures unique physical characteristics as a way of ascertaining someone’s identity. A wide range of physical characteristics are currently used in biometrics, including DNA, iris, retina, face, fingerprint, finger geometry, hand geometry, odor, vein, and voice identification ( Types of Biometrics ). Governmental uses for biometrics span border control, customs services, and online access to critical systems. However, fingerprint and iris identification results are becoming more replicable as hacker’s abilities advance (Watson,...

By Ibrahima E. Diallo Neuromarketing image courtesy of flickr user cmcbrown  A few years ago, I read a New York Times article that really caught my attention. The article detailed the emergence of a technique that would allow marketers to “make ads that whisper to the brain.” The notion that researchers could probe my mind seemed like an exciting yet frightening proposition. As I read the article, it piqued my interest to learn more about “neuromarketing.” What is neuromarketing and how does it work? Consumer Neuroscience, also commonly referred to as Neuromarketing , is a relatively novel field, which uses neurophysiological techniques, such as brain imaging and electroencephalography, in order to gain insight on the decision-making process of the consumer. Consumer Neuroscience often utilizes not only brain imaging techniques, but also biometrics to gather data related to consumer behavior and decision-making (Ariely & Berns 2010). The data collected is used to gauge cogniti...