February 10, 2015
Fast Company covers economics Prof. Paul Zak’s experiment on generosity and Valentines’ Day
Unlike American men, who obviously adore the gifting and expensive dinners associated with Valentine’s Day, only 2% of men in Denmark claim to enjoy the holiday. This wasn’t good news for Danish chocolatier Anthon Berg, so to boost men’s loving—er spending—urge, the brand and agency Robert/Boisen & Like-Minded enlisted the help of science. They turned to neuroscientist Paul Zak, founding Director of the Center for Neuroeconomics Studies and Professor of Economics, Psychology and Management at Claremont Graduate University.