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? 
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.
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.