AI at Wharton


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.