You know your choices can be influenced by marketing, but the emerging fields of neuromarketing and consumer biometrics show our unconscious minds are far less predictable and more malleable than originally thought. When we better understand how our brains process inputs and make decisions we can help people make better decisions, for them, their community, and the world. Dr Billy Sung is a Professor of Consumer Psychology and Neuroscience at the School of Management and Marketing, at Curtin University in Western Australia. He specialises in consumer research, neuromarketing and consumer biometrics, consulting for many local, international, and multinational industry partners. His research engagement and impact have been recognised by national and international awards including the WA Young Tall Poppy Science Award and the ANZMAC Emerging Marketer of the Year Award. He also leads the Consumer Research Lab at Curtin University, which specialises in the use of biometric measures such as eye tracking, facial expression, and brainwave analysis to conduct consumer research. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx