"We have to be concerned about a society where anyone - advertisers, marketers, politicians - are trying to engage in new forms of subliminal persuasion," Chester said. "Trying to get messages directly into our unconscious mind can influence the politicians we vote for, the kinds of products we eat, the kinds of drugs we use, even the kind of financial services that we need."
But Pradeep says the research will result in more meaningful human connections and less guesswork about what people really want.
"We don't want to read anybody's mind," Pradeep said. "all we get at is what people feel that they can't quite express."