Every marketer wants to know what consumers are truly thinking and feeling without having to ask them in a focus group. “Neuromarketing” is a new and emerging field in marketing that studies consumers’ cognitive and affective responses to advertising, new products, and other marketing stimuli. In this session, we’ll examine the current trends in this fascinating field. Edison will provide an insightful and entertaining look into this field by examining what is new, what is interesting, and what is fallacy. Plus, he will provide a point of view on whether you should consider making it part of your business.