What does the conscious mind "do" when asked to rest for a while? When neuroscientists scan brain activity during rest, they have been surprised to find that "rest" often produces more brain activity than active tasks. So what is going on?
What can make a viral ad still fail? If ad liking is through the roof, ad sharing is boosting, and ad impressions are awesome, many ads still fail to succeed in brand communications.
How are values computed in the brain? Rewards can be many things: the expectation when having just ordered your favorite dish; the child’s joy at Christmas Eve; the enjoyment of good music or the wonderful taste of strawberries. But how does the brain process these many different kinds of rewards? And what part of the brain controls these emotions? Does the emotional brain treat all types of rewards equally or does it distinguish between different kinds of rewards? 
Noise can be many things, but it has a clear effect on our brain, emotional responses, and choice. Read on to learn how and why.
In behavioral economics, "noise" is all the new rage. But even a decade ago, we knew a bit about what could explain this brain noise.
The ongoing crisis with the novel corona virus cannot come as a surprise. Human fallibility is the key to a cure.
How should we use neuroscience in business? In a recent paper I argue for three pillars in a foundation for consumer neuroscience
I'm often asked about what I believe is the added value of neuroscience. Here are a few thoughts gathered in one spot.
We've all hear about procrastination -- the act of delaying or postponing an action. But what is pre-crastination? A new science is emerging!
Nudging is all the rave, but recent advances in psychology suggest a completely different mechanism that really drives change...