works as a researcher in the Tekes-funded NeuroService project. Otherwise as a principal lecturer she has designed and introduced the Master’s degree programme “Behavioral Insights in Business Applications” at the Laurea University of Applied Sciences (https://www.laurea.fi/opiskelu-ja-hakeminen/yamk-tutkinnot/paatoksen-teo..., in Finnish). Her PhD research at the Rotterdam School of Management and postdoctoral research at the Aalto University concentrated on neuroeconomics and neuromarketing. Her research has been widely covered by the media, both within Finland (e.g. Tiede-lehti, Suomen Kuvalehti, Taloussanomat) as well as internationally (e.g. the Wall Street Journal and CNN).