Zhihao Zhang

Trends and predictions for the AI world. The importance of careful communication. Groundbreaking research using neuroscience to predict human choices. Employee disengagement and what to do about it. The importance of generalists in a tech-driven working world. Darden Ideas to Action insights draw from faculty expertise, books, research and cases.

New research uses neuroscience to examine how humans make decisions and presents a framework — proven to have startling accuracy — to predict what choices we’ll make under what circumstances. Darden Professor Zhihao Zhang discusses the role memory plays, as well as implications of his groundbreaking research for brand awareness and beyond.

There are often different opinions between judges and juries in trademark cases about how similar the brands in question actually are, leading to large inconsistencies in the application of the law. Researchers propose a more scientific measure through the use of brain scans.