MRIs have found a new use in research--marketing research.

Advertising researchers use Functional Magnetic Resonance Imaging(fMRI) to peek into consumers' brains, BusinessWeek reports. In one "study," they scanned the brains of whiskey drinkers to see which images led to increased brain activity. Arnold Worldwide, a Boston-based advertising firm, will use the information to create ads to attract this audience for one of their clients, the makers of Jack Daniels.

Medical imaging has also been used to scan reactions to soda brands and political messages in an effort called "neuromarketing." But is this an appropriate use for medical equipment? MRI for advertising joins the ranks of keepsake ultrasounds-- such use of equipment sparks opposition from medical professionals.

Watch DOTmed News for continuing reporting on crossover uses, and misuses, of medical equipment.

Read the Jan. 22, 2007 BusinessWeek report, "If I Only Had a Brain Scan," at www.businessweek.com.