;#Faculty News;# | HBS Working Knowledge | 26 Mar 2012
What Neuroscience Tells Us About Consumer Desire
by Uma Karmarkar
It's easy for businesses to keep track of what we buy, but harder to figure out why. Enter a nascent field called neuromarketing, which uses the tools of neuroscience to determine why we prefer some products over others. Uma R. Karmarkar explains how raw brain data is helping researchers unlock the mysteries of consumer choice.

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