Surveys and self-reports are a time-honoured way of trying to predict consumer behaviour, but they have limitations. People often given socially desirable answers, or simply don't know or remember things clearly. A study by Alexander Genevsky of RSM with colleagues suggests that neural activity can not only be a better predictor of individual choices, but also can help forecast aggregate outcomes in the marketplace.


  • Alexander Genevsky
    Role: Faculty
    Reference type: Referenced

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