About two decades ago, I wrote an article that chronicled the nascent and somewhat controversial activity of overt marketing to the homosexual and lesbian community. At that time, there were not many academic articles to reference, little hard data; just plenty of opinions. Today, we in marketing mostly view homosexuals and lesbians as an attractive target market for some products, not for others. Any reasonable marketing firm would consider the GLBT community objectively in terms of how they, like other groups of consumers, would help the firm reach its objectives. The reason I mention this history lesson is to draw a parallel with another activity that is slowly and somewhat surreptitiously attracting attention in marketing circles – the activity of neuromarketing (also neural marketing). Like before, many firms are reluctant to enthusiastically and publicly embrace this marketing tool but at the same time, are privately intrigued by the possibilities. After all, peering into