A long-standing question is how to teach people to eat more healthily. We now understand that it is more difficult to convince people to eat healthily simply because it is healthy. It is easier to teach basic, unconscious eating habits. We can do that by appealing to human emotions because we trust on them and we tend to rely on them whenever we can.

Consumer behaviour lies at the interface between economy and psychology. For me, the bottom line is to learn how to better understand the person across from you. That can be a consumer, it can be a colleague, or your child, or your partner. What I want to understand is why these people act as they do. Why do they eat junk food when they know they shouldn’t? Why do they prefer brand-name medicine to the exact same generic medicine? Ultimately, there is no difference between intuitive and emotional decision-making. They are one and the same.