Neuromarketing is a commercial marketing communication field that applies neuropsychology to market research, studying consumers' sensorimotor, cognitive, and affective responses to marketing stimuli. The potential benefits to marketers include more efficient and effective marketing campaigns and strategies, fewer product and campaign failures, and ultimately the manipulation of the real needs and wants of people to suit the needs and wants of marketing interests. Certain companies, particularly those with large-scale ambitions to predict consumer behavior, have invested in their own laboratories, science personnel, or partnerships with academia. Neuromarketing is still an expensive approach; it requires advanced equipment and technology such as magnetic resonance imaging (MRI), motion capture for eye-tracking, and the electroencephalogram. Given the amount of new learnings from neuroscience and marketing research, marketers have begun applying neuromarketing best practices without needing to engage in expensive testing. History Neuromarketing is an emerging disciplinary field in marketing. It borrows tools and methodologies from fields such as neuroscience and psychology. The term "neuromarketing" was introduced by different authors in 2002 (cf. infra) but research in the field can be found from the 1990s. Gerald Zaltman is associated with one of the first experiments in neuromarketing. In the late 1990s, both Gemma Calvert (UK) and Gerald Zaltman (US) had established consumer neuroscience companies. Marketing professor Gerald Zaltman patented the Zaltman metaphor elicitation technique (ZMET) in the 1990s to sell advertising. ZMET explored the human subconscious with specially selected sets of images that cause a positive emotional response and activate hidden images, metaphors stimulating the purchase. Graphical collages were constructed on the base of detected images, which lays in the basis for commercials. ZMET quickly gained popularity among hundreds of major companies-customers including Coca-Cola, General Motors, Nestle, and Procter & Gamble. Zaltman and his associates were employed by those organizations to investigate brain scans and observe the neural activity of consumers. In 1999, he began to use functional magnetic resonance imaging (fMRI) to show correlations between consumer brain activity and marketing stimuli. Zaltman's marketing research methods enhanced psychological research used in marketing tools. The term "neuromarketing" was first published in 2002 in the Master Thesis of Associate Professor Philippe Morel, then a student at the Ecole Nationale supérieure d'architecture de Paris-Belleville. The chapter "Capitalism II : Infocapitalism (experience)" contains a development with sub-chapter Hyper-rational Anticipation: Neuroscience and Neuromarketing. The same year, the term "neuromarketing" was published in an article by BrightHouse (after contacting Ass. Pr.