Neuromarketing emerged during the late 90s, at which point brain-imaging techniques were not as developed as they are today. However, an increasing interest in depicting consumer motivation and brain function and structure emerged.?The ways in which scientific and clinical fields have been progressively applied to consumer sciences and marketing will be addressed in this conference. We will also address differences between two branches of Neuromarketing ? Science/evidence-based and literature/opinions-based? as well as the essential need to build up interdisciplinary teams to achieve correct and honest Neuromarketing practices.?Finally, we will address future directions such as Big Data and Neuromarketing integration.