This advertising CEO uses neuroscience to sell you stuff

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. This year, Hawthorne-Castro was the winner in the transformational leader category of the EY Entrepreneur of the Year Awards of Greater Los Angeles. Hawthorne Direct's clients include Apple, Nissan, Spectrum Business, Children's Hospital of Los Angeles and the U.S. Navy.

Rocket science

Marketers have always tried to tap into consumers' subconscious, Hawthorne-Castro said, but her company uses neuroscience to enhance campaigns so that they are more likely to resonate with the audience and employs detailed