Roger Dooley is the author of Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing (Wiley, 2011).

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That's what the results of a new study released this week by Buyology, a strategic neuromarketing firm, found.

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Enter a nascent but fast-growing field called neuromarketing, which uses brain-tracking tools to determine why we prefer some products over others.

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Previous studies have used neuromarketing to probe consumers' relationships with brands, but Buyology says this one is the first to do so by tapping into both the conscious and nonconscious brain.

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Marketers including Campbell Soup and Frito-Lay have become increasingly interested in neuromarketing, and the explosion of digital and social media has made knowing the context of one's engagement with consumers a vital matter, Buyology adds.

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Sands Research Inc. an El Paso, Texas, firm that specializes in neuromarketing, the study of advertising's effect on brain activity, says it worked with five Super Bowl advertisers this year, up from two last year.

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By examining the strength and types of those relationships on both a conscious and nonconscious level, using the tools of neuromarketing, which has been around since the 1990s, Buyology found that men and women are drawn to different kinds of brands, and for different reasons.

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