Measuring consumers' conscious and subconscious through studying their biological sensorimotor, cognitive and affective response to marketing stimuli, called neuromarketing, is of increasing interest to marketers in order to gain insight into how they consume.[1][34] Dawkins (1989) explained that when we die we leave behind genes and memes; genes being the unit of genetic information, and memes the units of cultural information. Neuromarketing aims to examine the memory of these memes in order to manipulate them.