---

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.

---

Moran Cerf is Professor of Neuroscience and Business at the Kellogg School of Management at Northwestern University and Northwesterns neuroscience program. Manuel Garcia-Garcia is Senior Vice President for Research and Innovation, Global and Ad Effectiveness at the Advertising Research Foundation and Adjunct Professor of Consumer Neuroscience at New York University.

---