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“That was what we call a ‘buzz moment’, a peak moment of emotional activity,” said Dr Cavan Fyans, chief technology officer of Sensum, the Belfast-based empathic technology company which souped-up Ford’s car.

Neuromarketing - a term coined by the marketing industry to describe firms such as Sensum, which offers to measure emotional responses to content in adverts - is particularly unproven, according to Dr Wall.

Besides a commentary on the book of Sentences, he wrote the Postillae in sacram scripturam juxta quadruplicem sensum, litteralem, allegoricum, anagogicum et moralem, published frequently in the 15th and 16th centuries.

Si pecora essemus, carnalem vitam et quod secundum sensum ejusdem est amaremus, idque esset sufficiens bonum nostrum, et secundum hoc si esset nobis bene, nihil aliud quæreremus.

Nec ubique transtulimus verbum ex verbo, sed sensum ex sensu, cavendo tamen diligentissime deceptivos errores, ne inveniremur aliqua h�resi seducti seu fallacia fuscati.