For decades, CMOs and others have left no stone unturned in the quest to fathom consumer behavior and take marketing to a new and better level. Yet, as every marketing professional knows, consumers don’t always do what they say, and they don’t always behave predictably. Neuromarketing is not a new concept. Ale Smidts coined the term in 2002. Over the years, neuromarketing has grabbed the attention of marketing professionals--and there’s now nearly unanimous recognition that emotional responses drive many consumer decisions.