“Choice is an illusion created between those with power and those without.” — Merovingian, The Matrix Whether you think we’re living in The Matrix already or not, our understanding of the human brain and decision-making is still wanting. However, scholars like Dr. Moran Cerf, a neuroscientist and business professor at the Kellogg School of Management at Northwestern University, are working to increase our understanding. He joins Erik in the third episode of the #Neuromarketing series to discuss…  Two approaches scientists have for planting chips in the brain The technical and ethical dilemmas facing neuroscientists How to use neuroscience to measure and create engaging content Four ways to know if neuromarketing is right for your business Listen to the first two #Neuromarketing episodes here and here. This series is hosted by Erik Kostelnik, Founder & CEO at Postal.io.  To hear more interviews like this one, subscribe to B2B Growth on Apple Podcasts, Spotify, or wherever you listen to podcasts.