Poets & Quants Editor-in-Chief John A. Byrne speaks with Uma Karmarkar, an Associate Professor Marketing and Innovation, Technology and Operations at the UC San Diego Rady School of Management. They cover Karmarkar’s interdisciplinary approach to teaching, as she has dual PhDs in Neuroscience and Consumer Behavior. They also discuss how our brains process information while shopping, and the ways this can help consumers be more intentional with their purchases, leading to less over consumption. This information is of high value to firms that leverage neuroscience to better market their products and services.