We most of the time don’t make rational decisions. It feels like feel like we are in control but that’s just an illusion. In this conversation we talk to Prof. Alan Sanfey (alansanfey.com) who is the principal investigator of the decision neuroscience lab (www.decisionneurosciencelab.com/) at the Donders Institute for Brain, Cognition and Behavior. We get a better idea of what drives our decisions, how industry is trying to use these concepts and also where it sometimes goes wrong.