Uma Karmarkar is a decision neuroscientist. She tries to understand how people make decisions when they have too little or too much information, and she uses tools and theories from neuroscience, psychology, and economics. I wanted to get Uma's take on the value of neuroscience in trying understand consumer behavior. Does looking at brain signals give us anything special when we try to figure out why people buy what they buy, which advertisements are most influential, etc. We talk about the promises and limitations of neuroscience and cover a whole lot of ground in doing so!Things that come up in this episode:The opening example of a neural focus group to identify songs that would become hits is from Berns and Moore's (2012) experiment published in the Journal of Consumer Psychology. The other examples were also published studies, including the study on anti-smoking PSAs (Falk et al., 2012) and chocolate brand displays (Kühn et al., 2016). (By the way, I didn't actually just stumbled across those songs in the intro. As with most of the music in the podcast, they came from Epidemic Sound.)Uma has two great summary articles on the role of neuroscience in consumer psychology (Karmarkar & Plassmann, 2019; Karmarkar & Yoon, 2016)And because it came up, I'll plug my one fMRI study on certainty and ambivalence in the brain (Luttrell et al., 2016)For a transcript of this episode, visit this episode's page at: http://opinionsciencepodcast.com/episodes/Learn more about Opinion Science at http://opinionsciencepodcast.com/ and follow @OpinionSciPod on Twitter.