Chocolate makes people happy. Hershey and many other fine purveyors of the caffeinated confection have been taking full advantage of this fact for years. Recently, British chocolatier Beyond Dark hooked a few people up to an EEG machine just to see how much chocolate affects the pleasure centers of the human brain—if there is a scientific correlation at all. As it turns out, there is. Enter neuromarketing.

Neuromarketing lets advertisers capitalize on the physiological responses of consumers using biometric indicators (like the EEG machine). Although the scientific approach to advertising goes against the creative method of “gut” or instinct, sometimes both are right. As one quoted professional puts it, “When creativity and science do successfully fuse, the result can be surprisingly explosive.”

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