The Neuroscience of decision-making
Update: 2025-09-12
Description
Why don’t we always prioritize what matters most—like making time for family and friends or fitting in a workout during a busy day? Emily Falk believes that understanding how our brain works can help us make better, more intentional choices.
Falk is a professor of communication, psychology, and marketing at the University of Pennsylvania, where she directs the Communication Neuroscience Lab. Her new book, What We Value: The Neuroscience of Choice and Change, explores how different regions of the brain shape the big and small decisions we make every day.
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