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Using brain scans of just 30 people, researchers were able to forecast how hundreds of consumers would choose to spend their money – and the findings have implications for marketers. A study by Alexander Genevsky of RSM along with fellow researchers from the University of Michigan and Stanford University found that neurons firing in the brain’s “reward centre” predicted widespread consumer behaviour more accurately than interviews with consumers about their preferences.


  • Alexander Genevsky
    Role: Faculty
    Reference type: Referenced

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