Amos Tversky was a psychologist and mathematician known for his work in the field of cognitive science and decision-making. Together with his long-time collaborator Daniel Kahneman, he made important contributions to behavioural economics and is known for his work on heuristics and judgement.

Tversky's work also has significance for neuromarketing, particularly for behavioural research and consumer decision-making. Tversky and Kahneman developed the concept of Prospect Theory, which states that people do not act rationally when making decisions, but that their decisions are often influenced by heuristic assumptions and emotional factors.

Tversky's work also has important implications for the design of advertising and marketing materials. His research has shown that the way information is presented can have a major impact on how consumers make decisions. For example, small changes in the wording of offers or the way prices are presented can have a big impact on consumer behaviour.

Overall, Tversky's work has helped to develop a deep understanding of how people make decisions and which factors influence their decisions. This knowledge can be used in neuromarketing to develop marketing strategies and materials that are tailored to the cognitive processes and decision-making patterns of consumers.