Neuromarketing: Science Collides with Business In today's world the chip aisle, like virtually every other consumerism opportunity in the United States, is obnoxiously overwhelming due to the seemingly thousands of brands and flavors that they all claim to be the best. A woman wandering the snack aisle of the grocery store is choosing between two brands that make the same flavor of potato chips. After much thought, you may be able to express which type of chip you prefer and which you will buy, but do you know why? Neuromarketing is the emerging field of advertising that applies neuroscience to marketing strategies. Although a young field, neuromarketing presents a more accurate attempt to better evaluate customer preferences and, in general, to enhance marketing research and improve marketing results (p. 25, Brainwashed, Satel). With the increasing diffusion of information about the brain in modern times, neuroscience finally allows for a closer examination of the neurological reasons that explain consumption on a behavioral level. This “neural perspective” (p. 73, Zurawicki), informs advertising agencies about the truest emotional needs of their clients and they hope to obtain a trusting and satisfied clientele. Marketing is becoming more strategic, holistic and business-oriented with the inclusion of a neuroscientific component. Neuromarketing has been proven to work as a more fruitful way to advertise and has immense potential as neuroscientific research only advances. Many leading global companies such as Walt Disney, Google, Frito-Lay, Chevron, Microsoft, Yahoo, and Hyundai have employed neuromarketing experts and devised neuromarketing committees to improve the efficiency of their companies. The establishment in 2012 of Neuromarketing Science and B...... middle of paper ......continues on its natural path of evolution, sectors such as marketing must recognize the importance of keeping up to date with new scientific information released to do their job better. Marketers must embrace the scientifically proven “biology of desire and decision making” (p. 47, Satel & Lilienfeld, 2013) that informs the whys of consumer behavior and apply this material to their businesses. Although some believe that neuromarketing is dangerous and has the indirect effect of influencing the public too strongly, neuromarketing simply serves as a reliable source for creating desired products. Marketing agencies that adopt neuromarketing techniques benefit not only from using empirical evidence to create effective goods and services, but also from staying at the top of society by maintaining a relationship with cutting-edge science..