Most businesses market by guesswork — hoping the right ad or discount accidentally lands. The Science of Consumer Choice flips that script, using 30+ years of behavioral economics research to show you how to shape the context around a purchase decision instead of waiting for it. Learn why "available" isn't the same as "irresistible," how status sells where utility can't, and why the setting you sell in matters as much as what you're selling. Stop guessing. Start engineering d

For families in the fast-paced ecosystem of Silicon Valley, balancing a demanding career with your child’s holistic health requires solutions rooted in elite science. Yet for many parents of autistic children, mealtime isn't a moment of connection—it’s a battlefield. Research shows that up to 90% of children with autism experience feeding struggles, frequently driven by intense sensory hypersensitivities that make novel foods feel entirely overwhelming.