There is a new and growing field merging neuroscience and marketing together that is creatively called: ‘neuromarketing’. It is here that big companies can grade people’s emotional responses to what they are viewing and see how closely match to what they want. See here for more: http://www.guardian.co.uk/media/2012/jan/14/neuroscience-advertising-scanners
This simple use of MRI scanning seems to be able to resolve issues regaring which adverts to keep and which to not show. There are now even blogs dedicated to this: http://www.neurosciencemarketing.com/blog/
But should we not be using this technology to attempt to hear the imagined emotions of a patient unable to talk as a result of a stroke or paralysis? Or is there too much money in marketing using this to further its impact in society for other reasons?