Hilke Plassmann, INSEAD Chaired Professor of Decision Neuroscience; David Dubois, INSEAD Associate Professor of Marketing; and Gideon Nave, Assistant Professor of Marketing at The Wharton School

A man’s testosterone level can tell you the type of products he may gravitate towards.

Branding and advertising energy drinks as elixirs of sexual prowess and risk taking makes for a dangerous mixer with alcohol.