If the late Nobel Laureate Herb Simon were still around, I’m sure he’d be fascinated by neuromarketing. He did a lot to explode myths of human behavior, notably that people always behave in a rational, utility-maximizing, manner. I never met Simon during my student years at Carnegie-Mellon (though I did serve on a committee with his frequent collaborator, Allen Newell). Nevertheless, Simon’s diverse interests – artificial intelligence, computer science, cognitive psychology, management theory, sociology, and economics – make him a sort of patron saint of neuromarketing and neuroeconomics, at least for me. […]