Due to the development of brain maturation, adolescents are subject to strong emotional reaction, although can have difficulty identifying the emotional expression of others. Marketers can use this neural information to target adolescents with shorter, attention-grabbing messages (using various media, like sound or moving images), and ones that can influence their emotional expressions clearly. Teenagers rely on more "gut feeling" and don't fully think through consequences, so are mainly consumers of products based on excitement and impulse. Due to this behavioral quality, segmenting the market to target adolescents can be beneficial to marketers that advertise with an emotional, quick-response approach. Marketers use segmentation and positioning to divide the market into smaller target markets, or segmentations, to strategically position their brand, product, or service with relevant attributes. Neuromarketing methodology takes into consideration multiple facets of each segmentation, such as their behavioral, demographic, and psychographic interests to create a one-to-one dialog and connection to the brand. This creates sociographic cohorts for the brand to directly message. For example, neurological differences between genders can influence target markets and segmentations. Research has shown that structural differences between the male and female brain have a strong influence on their respective decisions as consumers. Criticism Pseudoscience Many of the claims of companies that sell neuromarketing services are not based on actual neuroscience and have been debunked as hype, and have been described as part of a fad of pseudoscientific "neuroscientism" in popular culture. Joseph Turow, a communications professor at the University of Pennsylvania, dismisses neuromarketing as another reincarnation of gimmicky attempts for advertisers to find non-traditional approaches toward gathering consumer opinion. He is quoted as saying, "There has always been a holy grail in advertising to try to reach people in a hypodermic way. Major corporations and research firms are jumping on the neuromarketing bandwagon, because they are desperate for any novel technique to help them break through all the marketing clutter. It's as much about the nature of the industry and the anxiety roiling through the system as it is about anything else." Privacy invasion Some consumer advocate organizations, such as the Center for Digital Democracy, have criticized neuromarketing's potentially invasive technology. Neuromarketing is a controversial field that uses medical technologies to build successful marketing campaigns according to Gary Ruskin, an executive director of Commercial Alert. The issue in privacy comes from consumers being unaware of the purpose of the research, how the results will