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The Neuroscience of Consumer Decision-Making

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  • Pirouz, Dante

Abstract

While there is an extensive history of neuroscience, only recently has the theory and the methods of this discipline been applied to answer questions about decision making, choice, preference, risk and happiness. This new area of research, coined neuroeconomics, seeks to reveal more about the neural functioning and associated implications for economic and consumer behavior. In this paper are some of the key developments in neuroeconomics research as they relate to consumer decision-making, culminating with a discussion of possible future research areas in marketing where this type of research could be applied with important managerial, policy and academic implications.

Suggested Citation

  • Pirouz, Dante, 2004. "The Neuroscience of Consumer Decision-Making," MPRA Paper 2181, University Library of Munich, Germany, revised 30 Jan 2006.
    • Handle: RePEc:pra:mprapa:2181
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    File URL: https://mpra.ub.uni-muenchen.de/24064/1/MPRA_paper_24064.pdf
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    Consumer behavior; neuroscience; neuroeconomics; decision-making; trust;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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