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The Business of Choice: Marketing to Consumers’ Instincts by Matthew Willcox

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2. The Ever-Advancing Science of Choice

We’re getting a lot better at understanding how people make decisions, thanks to advances in behavioral science and neuroscience.

We are learning more about how people choose and learning it faster than we have ever done before. I am very fortunate to be writing this book at a time when we are in the middle of a golden age of decision sciences.

In spite of the wealth of knowledge about human behavior and the future potential of the decision sciences to tell us even more about how humans decide, it is important to understand that, like life on earth, science is in flux and continually evolving.

Decades ago, the study of the brain was just “neuroscience.” These days we see the emergence of specialized fields ...

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