CHAPTER 11
HOW DOES THE BRAIN DECIDE?
The Neurobiology and Neuroeconomics of Choice
Despite the best of intentions, many actions go unfulfilled. Think of your friends, family, or coworkers. In the past week, how many of them said they would do something and did not do it? There is often a gap between what people say they will do and what they actually do, and that gap has negative influences on relationships and business.
In our communication efforts, we create content and share it at Point A, and we hope people remember it and act on it later at Point B. From this angle, it is practical to study the concept of prospective memory—enabling others to remember to act on future intentions—because it keeps us viable. When our audiences do what they ...
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