Kimberly J Mueller: 2 books

A countless number of new, renamed, and variations of sport supplements flood the market each year. Many of these are accompanied by slick marketing campaigns promising too-good-to-be-true results. For athletes seeking a safe, effective edge to their training and performance, supplements can be a...

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....