investigation. The study has been conducted in Mexican retail business environment with a focus to explore the tendency of decision … perceptions on brand name in reference to brand risk and brand differences have been the prime factors in making buying decision … feel high risk averse and entangle in decision making with perceived brand differences. …

In this working paper it is investigated how affect and cognition interact in consumer decision making. The research … brand choice immediately when the decision is computed in the test person’s brain. In a neuroscientific experiment test … persons perform binary decision-making tasks between different brands of the same product class. The results suggest that the …

be conceived by a decision-maker. Many of its findings exhibit striking similarities with an alternative decision theory … novelties appear. An application to decision-making in the biotech and pharmaceutical industry illustrates the potentialities of …

Investment decision-making is modeled by means of a Kohonen neural net, where neurons represent firms. This is done in …