Gregory Berns is the Distinguished Chair of Neuroeconomics at Emory University, where he directs the Center for Neuropolicy. He is a Professor in the departments of Psychiatry, Economics and the Goizueta Business School. He is a founding member of the Society for Neuroeconomics. For the past fifteen years, he has used brain imaging technologies to study the neurobiology of human motivation and decision making, especially the effects of novelty and peer pressure.