Dr. Janaina Brizante is the lead for Nielsen Consumer Neuroscience in Brazil. Jana has a bachelor’s degree in marketing and advertising and a master’s degree in experimental psychology. She earned her Ph.D at the Center for Cognitive Neuroscience at Duke University and at the Institute of Biomedical Sciences at the University of São Paulo. Jana is fascinated by how humans make decisions and the individual differences observed even when they are making simple choices. She studies the cognitive and neural mechanisms behind economic decision-making, and the relationship between loss aversion and pain perception. In addition to her role at Nielsen, Jana teaches courses on neuroscience applied to marketing at the School of Communication and Arts (USP), and the School of Advertising and Marketing (ESPM), in São Paulo.