No brainer: Marketers urged to tap into neuroforecasting - DecisionMarketing

How does the brain evaluate rewards?

Neuroscientists have shown how nerve cells in the amygdala not only encode the probability and magnitude of rewards, but also dynamically process this information to predict value and risk.

No brainer: Marketers urged to tap into neuroforecasting - DecisionMarketing

Analysing brain activity can provide a more effective, accurate means for forecasting consumer decision-making and market behaviour than common conventional methods, providing marketers with an effective tool for better consumer engagement. So says new research from Rotterdam School of Management Erasmus University, conducted by Alexander Genevsky, alongside Lester C Tong and Brian Knutson of Stanford University. The study monitored patterns in …