What if we could predict not only what people will buy, but also how
entire populations will respond to products, messages, or cultural
trends? Neuromarketing and consumer neuroscience have emerged as
transformative fields that go beyond traditional psychology to uncover
the unconscious drivers of human behavior. Enabled by advances in
neurotechnology, these approaches have moved from the lab into the
real world, offering scalable tools to measure brain and body responses
in everyday contexts. Recent breakthroughs, such as neuroforecasting
and AI-driven predictive models, now allow for unprecedented accuracy
in understanding both individual and cultural behaviors—but they also
raise pressing ethical questions, such as the use of neuro-based
targeting without consent. This talk will explore how these fields
exemplify the integration of neuroscience, psychology, and technology
into applied psychology, offering a glimpse into the future of
understanding and influencing human behavior.