Emily Falk, PhD, is an Associate Professor of Communication at the Annenberg School for Communication, University of Pennsylvania. Dr. Falk employs a variety of methods in the performance of her research, with a focus on functional magnetic resonance imaging (fMRI). She has worked to develop a program of research in what she calls "Communication Neuroscience" to link neural activity (in response to persuasive messages) to behaviors at the individual, group and population levels. In particular, Falk is interested in predicting behavior change following exposure to persuasive messages and in understanding what makes successful ideas spread (e.g. through social networks, through cultures).