172. Why We Like the Things We Like, with Prince Ghuman, coauthor of Blindsight

<p><span style="font-weight: 400;">Back on episode 160, I was joined by Dr. Matt Johnson to discuss his book</span> <em><span style="font-weight: 400;">Blindsight</span></em> <span style="font-weight: 400;">and the work he and his counterpart were doing at Pop Neuro. Today, that counterpart, Prince Ghuman, is here to expand on that conversation and discuss some more amazing work. </span></p> <p><span style="font-weight: 400;">One of the things I loved in the book, and that Prince and I really expanded on today, is why we like the things we like. Some of what we discuss today tie back to my recent interview with Dr. Troy Campbell in episode 169 on the Science of Cool. It was a much-loved episode and I expect similar high praise from today’s conversation!</span></p> <h3><span style="font-weight: 400;">Show Notes:</span></h3> <ul> <li><span style="font-weight: 400;">[00:06] In today’s episode I’m excited to introduce you to Prince Ghuman, coauthor of</span> <em><span style= "font-weight: 400;">Blindsight</span></em><span style= "font-weight: 400;">.</span></li> <li><span style="font-weight: 400;">[02:57] Prince Ghuman shares about himself, his background, and how he got into the world of behavioral science and marketing. He is an author and professor. </span></li> <li><span style="font-weight: 400;">[05:11] Prince and Matt are founders of Pop Neuro where they teach marketers how to ethically apply neuroscience to marketing. </span></li> <li><span style="font-weight: 400;">[06:07] One of the things lacking in the marketing curriculum is a heavier emphasis on neuroscience and psych. </span></li> <li><span style="font-weight: 400;">[07:05] If we are marketers, we are fundamentally students of human behavior and human psychology. </span></li> <li><span style="font-weight: 400;">[09:37] The principle piece is as important if not more important than the traditional neuroscience imaging techniques. </span></li> <li><span style="font-weight: 400;">[11:38] He would love for there to be one person on each marketing team that