What Neuroscience Tells Us About Consumer Desire

March 26, 2012

"People are fairly good at expressing what they want, what they like, or even how much they will pay for an item. But they aren't very good at accessing where that value comes from, or how and when it is influenced by factors like store displays or brands." Uma R. Karmarkar explains how raw brain data is helping researchers unlock the mysteries of consumer choice.

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