The Goodbye Kiss: How Restaurateurs Leave a Lasting Impression
The concept of “Now or Never” is a powerful motivator in the realm of consumer behavior. When something is limited, rare, or exclusive, our brains light up with desire. Behavioral scientists call it reactance theory: we don’t just want the thing—we want it more when we think it might disappear.
After having spent 10 years teaching both big kids and little kids (elementary school and university), I began my neuroscience research journey to understand how the brain works and how to make it work better. I recognize that not everyone is as geeky as I am, but I believe most of us want to optimize brain function for as long as we can. Beyond my work, I live in Naples, Florida and enjoy anything in the sunshine.
