Practitioners of neuromarketing are studying the art of blatant manipulation. Marketing is nothing new, we know that advertisements are designed to make us feel that our lives will be better if only we had a new car, new shampoo, new toothbrush, new magazine subscription.

But something about the "science" of neuromarketing that sends a shiver down my spine. It is the study of how to make you want, need, gotta have something now, no matter what it is.

The National Retail Federation is holding a conference this weekend, their 101st annual conference to be exact. And to start off their next century, they are hosting a series of seminars and workshops including this one: Neuromarketing and the Influence on Buying Behavior on Monday.

The title is harmless enough but here's the Orwellian description:

"As marketers, we have come a long way in understanding consumer behavior and the power of neuromarketing to learn, and even help manipulate, how consumers make purchase decisions.

In this session, attendees will learn about the law of ambiguity, why deadlines are critical, the importance of scarcity, and the paradox of choice. Most importantly for our retailers in the room, you will learn where the buy buttons are located in the brain and the very steps you need to take to help activate them."

OK, anyone who claims they can activate a button in your head, even metaphorically, is just treading on disturbing, creepy sci-fi, world domination ground.

I know, I know, everyone is selling something, but silly me, I've always assumed that at some level people are giving you the best they have to offer and presenting a persuasive argument about why you should pick them. They know you are going to buy or otherwise consume one thing or another. Why not buy what they have to offer?

Eventually, you'll need more toothpaste, a newer car, a fancy dress, a new pair of shoes. Yet I always hoped that deep down they were vying for our dollars by making things better, more useful, more affordable, better designed.

Naive, I know, but this neuromarketing business just rubs me the wrong way. It's the new subliminal messaging. What's next? Hypnotists posing as sales people. 

Will the next blockbuster movie be, "Invasion of the neuromarketers"? It really makes you wonder why you buy what you buy. Is it a choice, or did someone press the right button?

I like to say, I don't buy it, but the truth is that apparently, they've touched a nerve.