Mind genomics is the next level of apprehension of human behavior. It seeks to comprehend what drives consumers and people in general in their day-to-day decision making. It reaches out where surveys and focus groups are inadequate tools to help us better understand how people feel and how they will behave in a particular situation. While allowing for a more encapsulating method that works well with big data, mind genomics offers a more nuanced view of the complex societal and political reality.

Applying Mind Genomics to Social Sciences presents an overview of mind genomics as applied to the food industry, commerce, business services, tourism, healthcare, and even legal service. Its focus, however, explores the new avenues of mind genomics in social and political sciences. The book offers a combination of rich data combined with a new methodological approach and fresh analytical insights, which helps us better grasp and understand the complex reality of society. Covering topics such as human thought, decision making, and cognitive science, this premier reference source is a dynamic resource for political scientists, sociologists, psychologists, business leaders, marketers, government officials, journalists, students and faculty of higher education, libraries, doctoral and postdoctoral candidates, researchers, and academicians.