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A new study by Alexander Genevsky of RSM, Carolyn Yoon of the University of Michigan and Brian Knutson of Stanford University suggests that neural activity can not only be a better predictor of individual choices than surveys and self-reports, but also can help forecast aggregate outcomes in the marketplace.
A new study by Alexander Genevsky of RSM, Carolyn Yoon of the University of Michigan and Brian Knutson of Stanford University suggests that neural activity can not only be a better predictor of individual choices than surveys and self-reports, but also can help forecast aggregate outcomes in the marketplace.