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Dr Siddharth Shahi, Assistant Professor, SoLA, delivered a guest lecture on Consumer Psychology /Consumer Neuroscience at the School of Management, GD Goenka University, exploring how Psychology and neuroscience intersects with consumer behaviour. Discussed how implicit neural metrics offer more reliable insights into consumer choices, such as evaluating electric vehicles. Introduced management students to cutting-edge Neuropsychological tools like EEG, eye-tracking, and emotion recognition to track real-time engagement. Finally, covered frameworks for leveraging sentiment analysis to optimize campaign materials and brand messaging.