Did you know that there are areas in the human brain where neural mechanisms trigger our preferences for a certain product or advertising stimulus? Today, with Daniel Richardson, Professor of Experimental Psychology at UCL, University College London, we will give an overview of the contemporary use of neuroscience methods, by describing the diverse applications of neuroscience in market research and marketing campaigns to inform business decisions. Furthermore, the professor will illustrate how neuroscientific techniques, combined with technology, can lead to misuse, when applied for studying consumers’ behavior without their consent.