Human nature, and how it affects decision-making and behavior, has been a major topic in philosophy and science for millenia. Who we are and why we do what we do are fundamental questions in private and social discourse on humanity.
Neuroscience is providing fresh and convincing answers to these questions, shedding light to the underlying biological processes that shape individual and collective experiences. Applied neuroscience is the effort of studying human nature and improving human experience in various socioeconomic disciplines: from information technology and law to economics and sports.
Applied neuroscience contains the hope that humanity will finally understand deeply the why and how of everyday life, and that we will find practical solutions to modern global challenges. This is because older methods of uncovering human nature have failed us more often than not. The 21st century is the century of the brain!