Researchers hoping to fuse neuroscience with marketing are studying brain patterns of consumers with the goal of tapping into their subconscious material desires. "The ability to predict from brain scans alone what a person intends to buy, while leaving the potential buyer none the wiser, could bring much-needed rigour to efforts to meld marketing and neuroscience, says Brian Knutson, a neuroscientist at Stanford University in California who was not involved in the research. Neuromarketing, as this field is known, has been employed by drug firms, Hollywood studios and even the Campbell Soup Company to sell their wares, despite little published proof of its effectiveness."