Die Wahl des passenden Parfüms ist eine sehr persönliche, emotional gesteuerte Konsumentenentscheidung. Im hart umkämpften Parfümmarkt müssen sich Unternehmen vor den rational zu treffenden Entscheidungen über die Ausgestaltung des Marketing-Mix intensiv mit den zielgruppenrelevanten...

Recently, Glimcher has proposed a reductionist model of choice which directly reduces a modified version of economic utility theory to neuroscience. I propose an alternative conceptual framework that adopts the position of externalism, which I further narrow down to a distributed cognition...

The aim of the article is an identification of key sources of an innovative character and their conditioning in contemporary Polish economy. In the discussion, it is stated that consumers – the smallest, but the most numerous economic unit – through their expectations of the way / form of...

A foundational problem in marketing and economics involves accurately predicting purchase decisions at both individual and aggregate levels. Building on recent advances in neuroeconomic models of decision making, we investigate the possibility of improving upon the prediction accuracy of popular...

Neuroeconomics makes use of new data and tools from neuroscience to enrich the study of economic decision-making. This chapter introduces neuroeconomic methods and surveys a number of contributions to the literature regarding brain responses to brands, advertisements, pricing and product...

We introduce a neureconomic "autopilot" model of habit, based on many studies of animal learning and human habituation. In this approach, there are two systems for valuation-- habit and goal-directed. The habitual system recalls the previous choice (which can be dependent on a contextual state),...

In his paper Emotion and reasoning in human decision-making (Economics Discussion Papers, No 2019-8) Edmund Rolls points out that multiple and independent types of reinforcement exist in the human brain, and that they cannot be reduced to a common currency. The present commentary introduces...

We test whether self-control causally affects investor behavior with the non-invasive brain stimulation. Subjects trade stocks in an experimental asset market while their levels of self-control are exogenously varied by applying weak currents stimulation to a control-related brain area. We...