Neuromarketing: Inside the Mind of the Consumer

Ming Hsu William Halford Jr. Family Chair in Marketing, Associate Professor of Business Administration, Berkeley Haas

There is ever growing demand for insights into what drives customers’ attitudes and behavior. Unfortunately, surveys and other traditional methods of generating customer insights have remained largely unchanged since their introduction decades ago. Applications of neuroscientific techniques have increasingly been seen as one possible successor to traditional methods. In this session, Professor Hsu will talk about how his work takes what we know at the biological level and apply them to tackle important business and societal challenges.