The Department of Neuroeconomics and Neuromarketing sounds like a title chiseled on the wall of a corporate division in a dystopian future; the highlight of a consumerism episode of Black Mirror. But Dino Levy, a researcher in this seemingly dystopian department at Tel Aviv University, was quick to readjust our preconceived notions of what his lab studies when he spoke at Johns Hopkins several weeks ago. Neuroeconomics and neuromarketing are terms that refer to the science of choice: How do...
