Lots of people see B2B as the older, cooler sibling to B2C. It has its life together and makes rational data-based decisions. As if. In this #Neuromarketing episode of B2B Growth, Erik speaks with Dr. Uma R. Karmarkar of UC San Diego and Dr. Ming Hsu of UC Berkeley about the science of decision-making in business. Plus, the trio talks about…  How B2B hasn’t gotten the attention from the neuroscience industry it deserves Why people in groups make different decisions than individuals The power of the Price Placebo Effect B2C components that B2B should start applying, like integrated messaging This series is hosted by Erik Kostelnik, Founder & CEO at Postal.io.  To hear more interviews like this one, subscribe to B2B Growth on Apple Podcasts, Spotify, or wherever you listen to podcasts.