This article explores the more recently discovered possibilities of neuro-marketing. Ale Smidts is quoted sharing the results of his recent study in expert power, which describes the phenomenon of the marketing impact created in consumers' minds when a product being sold is linked to a logica "expert" representative, e.g. sports shoes to a sports star. Smidts' study has shown that consumers respond much more strongly to products and representatives who are logically linked (then latter who are then dubbed "experts"), than for example a random product to any celebrity endorser.