De-bunking neuromarketing

Mindhacks has picked up a review in the Washington Post of Martin Lindstrom's popular book on neuromarketing, Buy-ology. Both the WP review and Mindhacks point out that, interesting as mapping the brain's responses to certain stimuli may be (including finding, apparently, that iconic brands such as Harley Davidson elicit similar patterns of neural activity to religious imagery), neuromarketing has limited explanatory power for brand presentation or development. Both suggest it might be more interesting to study why some marketing professionals are so susceptible to neuromarketing. Mindhacks cites two studies showing that bogus or irrelevant images of brain scans increase the credibility of scientific articles to non-scientists. So I guess there lies the explanation.