Articles Posted in Neuroscience


Finding a Balance: Why & How to Tap Into the Emotional and Rational Sides of your Consumers

In late October, the World Health Organization issued a report indicating that processed meats raise the risk of colon cancer and consuming red meats “probably” raises the risk of cancer as well. Based on my very unscientific review of reactions to the report, I noted a tremendous amount of variability. Many in the scientific and medical professions…

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Neuroscience: Three Major Shifts to Keep in Mind

We know that much of consumer buying behavior is driven by emotion. So, the ability to understand emotional response is critical to comprehending what may be the most influential driver of business success. And yet, powerful emotional response  so often resides in the non-conscious parts of our brain. How then, can we as researchers harness…

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