The Science

Brain science has enormous potential to inform business. Decision-making lies at the heart of any business endeavor. We now know the basic architecture of the decision process in the human brain: from identification of choice options and calculations of their utility, to selecting one for consumption and learning from this experience. We are also beginning to understand how fundamental economic principles like risk, ambiguity, and volatility shape these processes, and why these factors seem to influence different people in different ways and in different choice contexts. Neuroscience provides a powerful tool for understanding the reasons that people make the choices they do: the role of sensory information, emotional responses, and the influence of others. Indeed, we now stand poised to predict more successful business and policy strategies by looking at the underlying, more private, neural responses.

Meet the Director


“…the new science of neuroeconomics has begun to provide some compelling answers about how the human brain makes decisions.” –Michael Platt

Million Stories

Your Brain On Money

Can Monkeys Help You Conquer the Stock Market?

Stop! Before you make a big gamble on the stock market, see how millions of years of evolution affect humans’ ability to make sound financial decisions. A neuroscientist studying monkeys explains why money makes the world go ‘round and, more importantly, why it sometimes makes us do irrational things. Understand the science behind stock market bubbles so you never get trapped on the wrong side of one.

Break Free From the Unconscious, Science-Backed Influence of Brands

Brands have become as important and beloved as a member of your family. In fact, your brain can barely tell the difference, and neuroscience proves it. See how and why brands have rewired your thought patterns and control you into making irrational financial decisions, like buying overpriced jeans simply because of the stitching on the back pocket. Marketing professor Americus Reed II and neuroscience professor Michael Platt break down how brands shape a person’s identity, self-esteem and relationships, and the unconscious impact of brands on our bank accounts. But is it possible to escape the branding trap?

Wharton Neuroscience’s Vulnerability, Authenticity, and Trust Podcast

This series focuses on vulnerability, authenticity, and trust in individual, team, and organizational performance from diverse perspectives, including neuroscience and human behavior.

Oct. 14, 2021 VAT Podcast

– F. Xavier Glasper, VP of Mapping at McCarthy Building Companies, Inc.
– Laken Tomlinson, Offensive Guard with the San Francisco 49ers
– Kay Warren, Co-Founder of Saddleback Church

Nov. 9, 2021 VAT Podcast

– Luke Carlin, Catching Coordinator for the Cleveland Indians/Cleveland Guardian
– Matthew Hoffman, Senior Team Leader, FBI Miami SWAT
– Susan Sweeney, SVP, Chief Human Resources Officer for EnPro Industries Inc.

Dec. 17, 2021 VAT Podcast

– Emily Nelson, Flight Director, NASA
– Al’ai Alvarez, Assistant Professor of Emergency Medicine & Director of Well-Being, Stanford University School of Medicine
– Brian Ferguson, CEO & Founder, Arena Labs

Jan. 20, 2022 VAT Podcast

– Ari Handel, President, Protozoa Pictures
– Uri Hasson, Professor of Psychology and Neuroscience, Princeton University
– Clare Murphy, Storyteller

NeuroBiz Now!

The NeuroBiz Now! is a series that focuses on a weekly topic that has neuroscience and business implications of broad interest that is also relevant to current events. This forum allows us to connect, discuss, and learn from each other.

April 16, 2020 NeuroBiz Now!

Remote Teamwork

April 23, 2020 NeuroBiz Now!

Uncertainty and Decision Making

Panelists: Preston Cline and Joe Kable

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