By working with a team of psychologists, Coors came up with an experiment of a whole new genre, whose aim it was to ensure that participants dreamed of a Coors ad. In reality, Coors wasn’t a pioneer in this domain. Xbox’s and Burger King have also taken the plunge. But these practices have attracted the attention of the scientific community. Bob Stickgold, neuroscientist at Harvard Medical School, strongly condemns these initiatives which he says “weaponizes sleep”.
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