The Neuroscience of Consumer Decision-Making

Dante Pirouz ()

MPRA Paper from University Library of Munich, Germany

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.

Keywords: Consumer behavior; neuroscience; neuroeconomics; decision-making; trust (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2004, Revised 2006-01-30
New Economics Papers: this item is included in nep-cbe, nep-evo, nep-hpe, nep-mkt and nep-neu
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https://mpra.ub.uni-muenchen.de/2181/1/MPRA_paper_2181.pdf original version (application/pdf)
https://mpra.ub.uni-muenchen.de/24064/1/MPRA_paper_24064.pdf revised version (application/pdf)

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Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:2181

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