Wednesday, March 14, 2012

Is neuroscience the new ‘Freakonomics’? - Ideas@Innovations - The Washington Post

Final paragraph of a timely reality check

A decade ago, if you asked top business leaders whether they'd ever consider reading a book on neuroscience, they probably would have looked askance at you while tapping away at their BlackBerry. Today, they realize that profits lie in understanding how the human brain works, how people make decisions, and what influences the final purchase. What they may not realize, however, is that this understanding is moreso in a neuroscientist’s wheelhouse than an economist’s.

Is neuroscience the new ‘Freakonomics’? - Ideas@Innovations - The Washington Post

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