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Brett Cloak-Gentile


The trends in marketing practices today are becoming more and more personal. The relatively new fields of neuromarketing, consumer neuroscience, and decision neuroscience continue to gain popularity and credibility. Technology and research go hand in hand, and the capabilities we have with modern technology far surpass the norm from the previous decades. With vast research being done to map cortical and subcortical activities in association with behaviors and thoughts, confidence in the neurologically based data is growing. Due to the discoveries in perceptive sciences we can point to specific parts of the brain as being responsible for the phenomena we experience in life. Ultimately it becomes obvious that there are neuronal substrates for our decision making process and these substrates can be observed, measured, and possibly manipulated. With the belief that all behavior (excluding of course reactionary actions that do not involve the cortex) has a neuronal basis there remain important questions. Under what circumstances can these neuronal bases be manipulated? What are the drivers behind our choices? Lastly, and most interestingly, can we control ourselves to withstand manipulation?

Sector A: Philosophy and Science of Seeing

ADVISORS: Gary Hatfield (PHIL) | Cassie Mogilner (MKGT)