#77: Opinions in the Brain with Uma Karmarkar

Uma Karmarkar is a decision neuroscientist. She tries to understand how people make decisions when they have too little or too much information, and she uses tools and theories from neuroscience, psychology, and economics. I wanted to get Uma's take on the value of neuroscience in trying to understand consumer behavior. Does looking at brain signals give us anything special when we try to figure out why people buy what they buy, which advertisements are most influential, etc. We talk about th...