High-tech EEG headset lets you shop subconsciously

All women will be familiar with that rush of excitement that comes when you lay eyes on the perfect LBD or pair of heels. But what if technology could harness that instinctive surge of emotion to help you make the right purchase - without so much as a click of a button? The unstoppable rise of online shopping means we are overwhelmed by choice - a search for'black dress' turns up 35 million results - but increasingly, retailers are using neuroscience to predict our needs and help us filter through the myriad options available at our fingertips. Eventually, online retailers may even be able to automatically place items into our shopping cart based on our brain signals. Now, the site has partnered with brain technology company MyndPlay, using electroencephalogram (EEG) headsets to research the effects of shopping on the brain.