This is kind of cool, in a really creepy way. According to a recent study, Scientists can now tap into the brain and predict whether you’re going to buy something or not. Not to get all scientific on you, but apparently a portion of the brain called the nucleus accumbens “lights up” on a brain scan if you’re ready to whip out the plastic. But, if the price tag is out of your budget range, another region of the brain called the insula is activated and the mesial prefrontal cortex is deactivated. Dr. Brian Knutson of Stanford and his team are doing the research.

So, think of this future scenario:

Google gets wind of this and brings this into the Google Labs. They work with Intel to develop a small implantable chip that constantly monitors this part of the brain. Through a secret agreement with the U.S. Government, giving the Homeland Security teamaccess to everyone’s online history, Google gets the right to implant the chip in every new child born in the U.S. The chips are connected through wi-fi, so that Google can monitor everyone’s inclination to make a purchase. You can now test your Google campaigns right down to the purchase, setting up A/B tests with the ultimate feedback loop.

Mmm..the mind boggles with the possibilities here….