Business, the Brain and Brand Loyalty

The article explores the intersection of business and brain science, with the Wharton Neuroscience Initiative at the University of Pennsylvania using neuroscience to understand decision-making, innovation, empathy, and brand loyalty. It discusses how the study of brain activity can provide insights into customer brand loyalty, highlighting that Apple customers have strong emotional-social connections to the brand, while Samsung customers choose the brand due to a dislike of Apple, indicating the potential for neuroscience to inform business strategies and decision-making.