Research into the interplay between the discipline of neuroscience — which studies the brain and the nervous system — and marketing could help to explain how people make decisions, how they react to stimuli and what triggers might amplify or diminish the impulses that drive social interactions or even innovation in a business setting. Such research also raises ethical questions on how those insights might be used, and how to prevent them from getting into the wrong hands. Those are the opportunities and challenges for the Wharton Neuroscience Initiative , which was launched in September 2016, according to Michael Platt , its director. Platt, a neuroscientist, is also a Penn Integrates Knowledge professor with appointments at the University of Pennsylvania’s Perelman School of Medicine, the department of psychology in the School of Arts and Sciences, and the marketing department at Wharton. Creating the neuroscience initiative “at the intersection of medicine and business … is a provocative idea,” said Platt.…