Neuroeconomics is a recent extension of behavioral economics which aims at uncovering the brain mechanisms and activities that mediate regular and anomalous behaviour. Gul and Pesendorfer (2005) have launched a critique against the neuroeconomic research program, based on what they argue is the...

Although economics has long been considered as a non-experimental science, the development of experimental economics and behavioral economics is amazingly rapid and affects most fields of research. This paper first attempts at defining the main contributions of experiments to economics. It also...

Neuroeconomics is an emerging field crossing neuroscientific data, the use of brain-imaging tools, experimental and behavioral economics, and an attempt at a better understanding of the cognitive assumptions that underlie theoretical predictive economic models. In this paper the authors try two...

In this article, we focus on two types of "aversion" which we deem essential aspects of the notion of trust: betrayal aversion (social) and ambiguity aversion (a special case of aversion to uncertainty). Based on trust-games studies in experimental economics and neuroeconomics, our main goal is...

Experimental economics and neuroeconomics are likely to provide new insights on the individual and sub-individual (neurobiological processes) anchoring of money illusion. In particular, some recent brain studies show that we appear more "motivated" and "rewarded" by nominal rather than real...

The postmodern paradigm based on a cultural and a symbolic perspective in marketing and consumer behaviour research emerges from the criticism of the utilitarian logic that has prevailed in the research community in marketing and led researchers to view the consumer as an individual essentially...

This paper's objective is to stress the interest for both innovators and designers of a marketing concept that has been widely explored since the early 80's in the fields of customer behaviour and brand management. Indeed, the concept of hedonic perceived value, as defined by Holbrook and...