Nowadays, it’s growing increasingly common for businesses to turn to neuroscience to address their marketing needs, especially since it seems that business has
challenges only neuroscience can solve. Behaviorists will tell us that humans are irrational creatures—we often make decisions based on information that is incomplete. We also take mental shortcuts.

Why we err in the first place, however, is not completely explained by behavioral science or economics. However, neuroscience can really help us gain a foothold in understanding why and how consumers make certain decisions. Neuroscience adds value to business; it provides us with long sought after causal explanations for behavior. It also provides several methods that we can use to assess our unconscious mental processes.  

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