) our motivations, emotions, way of thinking and even our perception for the world are closely related to the functioning of our brain, with its many limitations and yet seemingly unlimited capacity for creativity, deep understanding and appreciation of beauty. Now more than ever, understanding ourselves and others is essential for the survival and the prosperity of humankind. I believe that this knowledge can help us discover how individual preferences construct the social, cultural, political, and economic processes in society, and we can use it to make life better for all of us.
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