Neuromarketing is a growing area of marketing, but few really understand the science behind it. Some suggest that it is a means by which the decisionmaking processes and behaviors of the consumer can be truly understood; they believe that consumers do not actually know their own mind, and that neuromarketing reveals the truth. On the one hand, neuromarketing claims to effectively cast the consumer as an unknowing, passive, and unreliable entity; on the other, it claims to speak for the consumer using technology rather than opinion — consumer opinions have become secondary and neuromarketers can speak for them. Do you think neuromarketing is correct in positing that consumers are really driven by emotion rather than rational choice?

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