Dan Ariely is a well-known scientist and professor of psychology and behavioural economics at Duke University in the USA. He is an expert in behavioural economics and has written numerous books on human behaviour and decision-making, including "Predictably Irrational" and "The Honest Truth About Dishonesty".

Ariely has also made important contributions to the application of behavioural economics to neuromarketing. His research has shown that customer decisions are often influenced by unconscious factors such as emotions and social norms and that traditional marketing strategies based on rational considerations may not always be effective.

Ariely's work has contributed to neuromarketing playing an important role in marketing and market research today. His research has shown that the way people make decisions is strongly influenced by their perception and emotions. This has led companies and market research organisations to increasingly rely on technologies such as fMRI (functional magnetic resonance imaging) to measure customers' brain activity and find out how they react to advertising and other marketing stimuli.

Ariely has also shown that customers often do not act rationally and that their decisions are influenced by certain factors such as context, the availability of alternatives and the way information is presented. This has encouraged companies to align their marketing strategies with human psychology and behavioural economics in order to better understand their customers and meet their needs.