How Neuroscience is Changing Business: The First International NeuroBusiness Conference in Dubrovnik

On the 18^th and 19^th of September 2025, Dubrovnik hosted the first international NeuroBusiness Conference, which brought together more than forty distinguished scientists and experts from around the world at the University of Dubrovnik Campus. During the two-day program, discussions focused on how neuroscience can improve business processes and contribute to a better understanding of consumer behaviour, decision-making, the development of managerial practices, and the shaping of more effective marketing strategies.

Science and Business – Leading Global Experts in Dubrovnik

NeuroBusiness is an interdisciplinary field that connects neuroscience with entrepreneurship, management, finance, and marketing. Instead of assuming that people make decisions solely on a rational basis, this approach emphasizes how unconscious processes, emotional stimuli, and the perception of value shape the way we choose products, manage risk, negotiate, and build trust. The combination of scientific knowledge and business practice opens new possibilities for understanding consumer behaviour and making more effective business decisions.

The conference was opened by the Chair of the Organizing Committee, Professor Ivana Pavlić, PhD, of the Faculty of Economics at the University of Dubrovnik. Special interest was generated by the lectures of renowned neuroscientists Professor Moran Cerf from Columbia University and Professor Gideon Nave from the Wharton School, who presented their latest research on the connection between neuroscience and business.

The program included lectures and panel discussions on neuromarketing, consumer behaviour, emotional responses, the role of artificial intelligence in education, as well as new technologies for tracking attention and engagement. A special iMotion On the 18^th and 19^th of September 2025, Dubrovnik hosted the first international NeuroBusiness Conference, which brought together more than forty distinguished scientists and experts from around the world at the University of Dubrovnik Campus. During the two-day program, discussions focused on how neuroscience can improve business processes and contribute to a better understanding of consumer behaviour, decision-making, the development of managerial practices, and the shaping of more effective marketing strategies.

Science and Business – Leading Global Experts in Dubrovnik

NeuroBusiness is an interdisciplinary field that connects neuroscience with entrepreneurship, management, finance, and marketing. Instead of assuming that people make decisions solely on a rational basis, this approach emphasizes how unconscious processes, emotional stimuli, and the perception of value shape the way we choose products, manage risk, negotiate, and build trust. The combination of scientific knowledge and business practice opens new possibilities for understanding consumer beh s session was held, along with a workshop by Professor Cerf designed for doctoral students, further contributing to the transfer of knowledge to young scientists.

Dubrovnik – A Fusion of Science and Inspiration

In addition to the rich scientific program, participants had the opportunity to enjoy a special social component – a walk through the Old City and a shared dinner – which allowed for informal networking and the exchange of ideas in the unique atmosphere of Dubrovnik.

By hosting the first international NeuroBusiness Conference, Dubrovnik once again confirmed its role as a top destination for international scientific and professional gatherings. The combination of cutting-edge knowledge, inspiring lectures, and the city’s unique cultural and historical heritage provided participants with an unforgettable experience and further strengthened Dubrovnik’s position as a place where innovation and inspiration naturally meet.