Rotman Management

Using Neuroscience Insights for Innovation

Tell us about your work at the Wharton School’s Neuroscience Initiative.

Our lab tries to understand how the brain makes decisions and motivates behaviour. We use an array of techniques, including psychophysics, intracranial recordings, brain stimulation, pharmacology, eye tracking, pupillometry, brain imaging, genomics, and epigenomics to answer these questions. An important goal is to translate some of these techniques into wearable devices that will allow us to take neuroscience into both natural and consumer environments. We believe these new areas of exploration can be translated to improve business, drive new discoveries and applications, and enhance the education of future leaders at the nexus of business and brain science.

Neuroscience research has provided some important insights about innovative thinking. Please explain.

Over the past decade or so, we have discovered that there is a fundamental neural network in the

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