About the Author

Moran Cerf is Professor of Neuroscience and Business at the Kellogg School of Management at Northwestern University and Northwestern's neuroscience program.

Manuel Garcia-Garcia is Senior Vice President, Neuro and Behavioral Science Center at Ipsos, and Adjunct Professor of Consumer Neuroscience at New York University.

Moran Cerf is Professor of Neuroscience and Business at the Kellogg School of Management at Northwestern University and Northwestern's neuroscience program.

Moran Cerf is Professor of Neuroscience and Business at the Kellogg School of Management at Northwestern University and Northwestern's neuroscience program.

Moran Cerf is Professor of Neuroscience and Business at the Kellogg School of Management at Northwestern University and Northwestern's neuroscience program.

Manuel Garcia-Garcia is Senior Vice President, Neuro and Behavioral Science Center at Ipsos, and Adjunct Professor of Consumer Neuroscience at New York University.

Moran Cerf is Professor of Neuroscience and Business at the Kellogg School of Management at Northwestern University and Northwestern's neuroscience program.

Moran Cerf is Professor of Neuroscience and Business at the Kellogg School of Management at Northwestern University and Northwestern's neuroscience program.

David Brandt is a postdoctoral researcher at the Maersk Mc-Kinney Moller Institute.

Manuel Garcia-Garcia is Senior Vice President, Neuro and Behavioral Science Center at Ipsos, and Adjunct Professor of Consumer Neuroscience at New York University.