Fabio Babiloni: 2 books

A comprehensive introduction to using the tools and techniques of neuroscience to understand how consumers make decisions about purchasing goods and services. Contrary to the assumptions of economists, consumers are not always rational actors who make decisions in their own best interests....

This book discusses the emerging field of industrial neuroscience, and reports on the authors’ cutting-edge findings in the evaluation of mental states, including mental workload, cognitive control and training of personnel involved either in the piloting of aircraft and helicopters, or in managing...