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Decision neuroscience and consumer decision making |
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| Authors: | Carolyn Yoon Richard Gonzalez Antoine Bechara Gregory S Berns Alain A Dagher Laurette Dubé Scott A Huettel Joseph W Kable Israel Liberzon Hilke Plassmann Ale Smidts Charles Spence |
| Institution: | 1. Stephen M. Ross School of Business, University of Michigan, Ann Arbor, MI, USA 2. University of Michigan, Ann Arbor, MI, USA 3. University of Southern California, Los Angeles, CA, USA 4. Emory University, Atlanta, GA, USA 5. McGill University, Montreal, Canada 6. Duke University, Durham, NC, USA 7. University of Pennsylvania, Philadelphia, PA, USA 8. INSEAD, Fontainebleau, France 9. Erasmus University, Rotterdam, The Netherlands 10. University of Oxford, Oxford, UK |
| Abstract: | This article proposes that neuroscience can shape future theory and models in consumer decision making and suggests ways that neuroscience methods can be used in decision-making research. The article argues that neuroscience facilitates better theory development and empirical testing by considering the physiological context and the role of constructs such as hunger, stress, and social influence on consumer choice and preferences. Neuroscience can also provide new explanations for different sources of heterogeneity within and across populations, suggest novel hypotheses with respect to choices and underlying mechanisms that accord with an understanding of biology, and allow for the use of neural data to make better predictions about consumer behavior. The article suggests that despite some challenges associated with incorporating neuroscience into research on consumer decision processes, the use of neuroscience paradigms will produce a deeper understanding of decision making that can lead to the development of more effective decision aids and interventions. |
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