So near to a neuroscience of learning - and yet, so far. "To really understand the relationship between the brain's responses to brands and persuasive materials and desirable outcomes, you actually have to measure the outcomes that are desirable and not just say what should work," he said. "There are many folks claiming to be neuroscientists who have read a little introductory neuroscience, and that is not enough expertise. It's almost infinitely more complicated than that."
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