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The rush to hack the human brain veers from neuromarketing to the rabbit hole of social media and even to cognitive warfare programs designed to disable or disorient.

Neuromarketing campaigns such as one conducted by Frito-Lays used insights about how women’s brains could affect snacking decisions, then monitored brain activity while people viewed their newly designed advertisements, allowing them to fine-tune their campaigns to better capture attention and drive women to snack more on their products.

“When you see Bloomberg saturate, it’s not just for saturation,” said Pradeep, the CEO of machineVantage, a neuromarketing firm.

Jessica Hawthorne-Castro, 40, is chairwoman and chief executive of Hawthorne Direct, an 85-employee advertising agency that uses “neuromarketing” to generate a stronger and quicker response from consumers.

You write about “neuromarketing,” or using neuroscience techniques to see if we can see the effect of marketing.