I've been asked by at least five different people this week for book recommendations to learn neuroscience, especially from those working in marketing, UX, product development, and consumer research. And I totally get it, the brain IS fascinating. The idea of tapping into real reactions, getting “under the hood” of decision-making, “reading minds”, and predicting behavior is understandably appealing.

Whether you’re a researcher, brand builder, or just a curious human, it’s worth asking:
Where might apathy be shaping decisions—without us even realizing it?

As we study consumer behavior, let’s not overlook the quiet power of disengagement. Sometimes the biggest barrier to action isn’t dislike or resistance—it’s indifference.