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Research Design, Study Design, Insights, Psychology, Results Michelle Murphy Niedziela Research Design, Study Design, Insights, Psychology, Results Michelle Murphy Niedziela

The Danger of Reverse Inference in Neuroscience and Consumer Research

When neuroscience intersects with consumer research, it promises an enticing frontier: uncovering what truly drives human behavior, often at a subconscious level. Yet as appealing as it sounds, this approach can run into a significant methodological pitfall—reverse inference.

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