"Neuromarketing" is a term coined by the advertising industry because it sounds nice and not at all scary or ominous. Then again, it might be total pseudoscientific crapola! Who's to say? The advertising industry, that's who!

Like all magazines, New Scientist is desperate for any gimmick to attract slackjawed readers from our increasingly video game-addled society of functional illiterates. NS's idea: "neuro-marketing" to design an irresistible cover. The incontrovertible findings: human brains are quite dumb.