In the Big Idea column, brain scientist and marketing expert, Prof Gemma Calvert, who teaches consumer insights and master of business administration modules at NTU’s Nanyang Business School, shared how she wants to develop a computer game to help people lose the fat more successfully by appealing to the brain’s craving for fun and fast feedback. She has also excited her fellow members on the World Economic Forum’s (WEF) global agenda council on neuroscience and behaviour.
