Neuromarketing is one of those ideas that might best be classified as "important and creepy, if true," writes Matt Wall at Slate. Fortunately for us, there's not really much evidence that marketing professionals can use fMRI data (or any other neuroscience tools) to manipulate us into buying stuff. Nor can they get unique glimpses of our subconscious desires. In the end, there's not much neuro happening in this mini-industry, but there is a lot of marketing.

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