How scans of your brain could change the future of retail

http://www.morningstar.com/news/market-watch/TDJNMW_20171019517/how-scans-of-your-brain-could-change-the-future-of-retail.html

Participants

  • Alexander Genevsky
    Role: Faculty
    Reference type: Referenced

Media outlets

  • Morningstar (Online)

Description

According to a new study by Alexander Genevsky of RSM, Carolyn Yoon of the University of Michigan and Brian Knutson of Stanford University, neurons firing in the brain's "reward centre" predict widespread consumer behaviour more accurately than interviews with consumers about their preferences.

According to a new study by Alexander Genevsky of RSM, Carolyn Yoon of the University of Michigan and Brian Knutson of Stanford University, neurons firing in the brain's "reward centre" predict widespread consumer behaviour more accurately than interviews with consumers about their preferences.