Neuromarketing: Tapping into the "Pleasure Center" of Consumers

It's easy for businesses to keep track of what we buy, but harder to figure out why. Enter a nascent field called neuromarketing, which uses the tools of neuroscience to determine why we prefer some products over others. Harvard Business School marketing professor Uma R. Karmarkar explains how raw brain data is helping researchers unlock the mysteries of consumer choice in this article by Carmen Nobel, which first appeared on the HBS Working Knowledge website.