Researcher by day, science communicator by night. As a neuroscientist, I study how our brains respond to external cues that, once associated with rewards and punishments, can influence our daily choices. As a psychometrician, I am particularly interested in advanced inferential statistical models that can empower hypothesis testing, within the current debate about Open Science and best practices. As a science communicator, I write books, articles, create videos for many media (like, TED-Ed, HuffPost UK, il Saggiatore, il Tascabile), and organize or participate to public meetings with citizens mainly focused on the psychological mechanisms behind (apparently) irrational choices and on the way in which media develop a relationship with our brain.