April 26, 2005 April 26, 2005 Background Brain Iingerprinting: technique used to Brain Iingerprinting: technique used to determine scientiIically what inIormation is, determine scientiIically what inIormation is, or is not stored in a particular brain or is not stored in a particular brain Not a measure oI guilt or innocence Not a measure oI guilt or innocence Measures the response to visual or audio Measures the response to visual or audio stimulus stimulus Applications National security National security Medical diagnosis Medical diagnosis Alzheimer`s Disease Alzheimer`s Disease Advertising Advertising Crimial justice system Crimial justice system National Security IdentiIy terrorists and IdentiIy terrorists and accomplices prior to accomplices prior to attacks by determining attacks by determining whether speciIic whether speciIic inIormation is inIormation is embedded in the embedded in the memory oI the subject memory oI the subject Medical Field Alzheimer`s Disease Alzheimer`s Disease Detects P300 Detects P300 brainwave brainwave Symptoms Symptoms reversible through reversible through dietary and dietary and medicinal changes medicinal changes Pharmeceutical Pharmeceutical companies companies See eIIects oI new See eIIects oI new medication medication Doctors can Doctors can monitor treatments monitor treatments and adjust them and adjust them Advertising Brain Iingerprinting allows advertisers to Brain Iingerprinting allows advertisers to determine what inIormation Irom an ad is determine what inIormation Irom an ad is retained in memory retained in memory What elements do people pay attention to What elements do people pay attention to What type oI media is most eIIective What type oI media is most eIIective How to advertise to people all over the How to advertise to people all over the world world Criminal Justice Used with MERMER technology Used with MERMER technology FBI and CIA endorsed to convict criminals FBI and CIA endorsed to convict criminals P300 brainwave is emitted iI a memory P300 brainwave is emitted iI a memory oI presented stimulus exists in the brain oI presented stimulus exists in the brain DiIIerence between perpetrator and the DiIIerence between perpetrator and the innocent is the memory oI the crime innocent is the memory oI the crime scene embedded in the brain scene embedded in the brain National National security security Medical Medical diagnosis diagnosis Advertising Advertising Criminal Criminal justice justice Pros Pros SaIer US SaIer US Stop terrorists Stop terrorists beIore they beIore they attack attack Can save Can save thousands oI thousands oI lives by early lives by early detection detection More More personalized personalized treatments treatments Focus ad Focus ad campaigns campaigns speciIically on speciIically on what works what works Puts criminals Puts criminals in jail in jail Reduces Reduces number oI Ialse number oI Ialse accusations accusations Cons Cons InIringement InIringement oI privacy Ior oI privacy Ior citizens citizens Can rely on Can rely on racial proIiling racial proIiling Time Time consuming Ior consuming Ior patients who patients who need constant need constant monitoring monitoring Constant testing Constant testing Ior new products Ior new products can become time can become time consuming and consuming and expensive expensive Must Iind random Must Iind random people to use as people to use as test subjects test subjects Possibility oI Possibility oI inaccuracy inaccuracy Can be relied Can be relied on too heavily on too heavily ReIerences http://www.nightwithaIuturist.com http://www.nightwithaIuturist.com http://brainwavescience.com http://brainwavescience.com http://news.nationalgeographic.com/news/2 http://news.nationalgeographic.com/news/2 001/07/0705wirelies.html 001/07/0705wirelies.html