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Decision Neuroscience

Author

Listed:
  • Baba Shiv
  • Antoine Bechara
  • Irwin Levin
  • Joseph Alba
  • James Bettman
  • Laurette Dube
  • Alice Isen
  • Barbara Mellers
  • Ale Smidts
  • Susan Grant
  • A. Mcgraw

Abstract

This article presents an introduction to and analysis of an emerging area of research, namely decision neuroscience, whose goal is to integrate research in neuroscience and behavioral decision making. The article includes an exposition of (1) how the exponential accumulation of knowledge in neuroscience can potentially enrich research on decision making, (2) the range of techniques in neuroscience that can be used to shed light on various decision making phenomena, (3) examples of potential research in this emerging area, and (4) some of the challenges readers need to be cognizant of while venturing into this new area of research. Copyright Springer Science + Business Media, Inc. 2005

Suggested Citation

  • Baba Shiv & Antoine Bechara & Irwin Levin & Joseph Alba & James Bettman & Laurette Dube & Alice Isen & Barbara Mellers & Ale Smidts & Susan Grant & A. Mcgraw, 2005. "Decision Neuroscience," Marketing Letters, Springer, vol. 16(3), pages 375-386, December.
    • Handle: RePEc:kap:mktlet:v:16:y:2005:i:3:p:375-386
    DOI: 10.1007/s11002-005-5899-8
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    References listed on IDEAS

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    1. Leland, Jonathan W. & Grafman, Jordan, 2005. "Experimental tests of the Somatic Marker hypothesis," Games and Economic Behavior, Elsevier, vol. 52(2), pages 386-409, August.
    2. Thaler, Richard H, 1988. "The Ultimatum Game," Journal of Economic Perspectives, American Economic Association, vol. 2(4), pages 195-206, Fall.
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    Cited by:

    1. Im, Changkuk & Lee, Jinkwon, 2022. "On the fragility of third-party punishment: The context effect of a dominated risky investment option," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 98(C).
    2. Laurette Dubé & Antoine Bechara & Ulf Böckenholt & Asim Ansari & Alain Dagher & Mark Daniel & Wayne DeSarbo & Lesley Fellows & Ross Hammond & Terry Huang & Scott Huettel & Yan Kestens & Bärbel Knäuper, 2009. "Towards a brain-to-society systems model of individual choice," Marketing Letters, Springer, vol. 20(1), pages 105-106, March.
    3. Borawska Anna, 2017. "Cognitive Neuroscience Tools in Economic Experiments Investigating the Decision Making Process," Folia Oeconomica Stetinensia, Sciendo, vol. 17(1), pages 159-169, June.
    4. Kapoor, Ankur & Sahay, Arvind & Singh, Nandini C. & Chandrasekhar Pammi, V.S. & Banerjee, Prantosh, 2023. "The neural correlates and the underlying processes of weak brand choices," Journal of Business Research, Elsevier, vol. 154(C).
    5. Ale Smidts & Ming Hsu & Alan Sanfey & Maarten Boksem & Richard Ebstein & Scott Huettel & Joe Kable & Uma Karmarkar & Shinobu Kitayama & Brian Knutson & Israel Liberzon & Terry Lohrenz & Mirre Stallen , 2014. "Advancing consumer neuroscience," Marketing Letters, Springer, vol. 25(3), pages 257-267, September.
    6. Jonas Fooken & Markus Schaffner, 2013. "The role of psychological and physiological factors in decision making under risk and in a dilemma," QuBE Working Papers 010, QUT Business School.
    7. Reimann, Martin & Bechara, Antoine, 2010. "The somatic marker framework as a neurological theory of decision-making: Review, conceptual comparisons, and future neuroeconomics research," Journal of Economic Psychology, Elsevier, vol. 31(5), pages 767-776, October.
    8. Lim, Weng Marc, 2018. "Demystifying neuromarketing," Journal of Business Research, Elsevier, vol. 91(C), pages 205-220.

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    Keywords

    decision making; neuroscience;

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