Brain Power in Business

The Center for Neural Decision Making (CNDM) is an interdisciplinary research center housed within the Department of Marketing and Supply Chain Management at Fox School of Business. The CNDM is dedicated to exploring the function of brain imagery in marketing theory and practice. While previously the strategy was to ask consumers about their decisions, today, with state-of-the-art tools like eye tracking machines, heart rate monitors, and MRI scanners, the Center’s research eliminates the subjective bias of decision-making research. Established in 2008, the CNDM is the first neuroscience center located within a business school in the United States.