The Neuropsychology of Influence and Decision-Making
Advancements in neurotechnologies, combined with billions of dollars in public and private funding flooding the fields of cognitive neuroscience and behavioral neuroscience, have made the thinking brain one of the hottest areas of scientific research. Why do people make the decisions they do? And, more importantly, how can we effectively influence people in their decision-making? The answers to these two questions have the potential to transform any business organization including architecture, engineering, and construction firms.