Paternity squabble: Neuromarketing

Who is the real father of neuromarketing?

There are at least two claimants for the title. One is Dr. David Lewis, mentioned here recently in connection with the perpetual “Who Are the Creepiest Researchers?” competition. The other is Dr. Gerald Zaltman, of whom the organization says:

Neuromarketing was born at Harvard University in late 1990s when marketing professor Gerry Zaltman (Father of Neuromarketing) and his associates began scanning people’s brain for corporate to decode the quirks of consumer behavior.

(NOTE: There seem to be no claimants, yet, for the title Mother of Neuromarketing.)