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Moran Cerf

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

Titles by This Editor

Contrary to the assumptions of economists, consumers are not always rational actors who make decisions in their own best interests. The new field of behavioral economics draws on the insights of psychology to study non-rational decision making. The newer field of consumer neuroscience draws on the findings, tools, and techniques of neuroscience to understand how consumers make judgments and decisions. This book is the first comprehensive treatment of consumer neuroscience, suitable for classroom use or as a reference for business and marketing practitioners.

Probing Cognition

In the last decade, the synergistic interaction of neurosurgeons, engineers, and neuroscientists, combined with new technologies, has enabled scientists to study the awake, behaving human brain directly. These developments allow cognitive processes to be characterized at unprecedented resolution: single neuron activity. Direct observation of the human brain has already led to major insights into such aspects of brain function as perception, language, sleep, learning, memory, action, imagery, volition, and consciousness.