John Wanamaker, a legendary American merchant, knew that half the money he spent on advertising was wasted; the trouble was he did not know which half. Crick Francis, who was awarded the Nobel Prize in Medicine and, by the way, was fascinated with neuroscience, put forward an idea that human thoughts, actions, and emotions are merely the result of neural activity in the brain.
So, what we are dealing with? Neuroscience, by studying the brain, allows us to predict our behavior and how we make decisions. Read more