area. Traditional marketing research methods fail at some point in certain cases, and since emotions are mediators of how … methodology. Neuromarketing is the branch of neuroscience research that aims to better understand the consumer through his … relatively new alternative techniques in neuromarketing research, from quantitative and qualitative perspectives. After …

This study measures risk and loss aversion using Prospect Theory and the impact of emotions on those parameters. Our … similar to those obtained by Tanaka et al. (2010). In order to study the role of emotions, we provided subjects with randomly … decreases with income and is less for students in public universities. With regard to emotions, risk aversion increases with …

, individual differences, and emotions on behavioral responses to feedback frequency in an investment setting. Participants made … investment decisions in one of three feedback frequency conditions: (1) they received feedback after each round and had the … opportunity to make investment changes each time; (2) they received feedback after each round, but were only given the possibility …

in the processing of information about risk, rewards and punishments. These findings imply that emotions may influence … people to take more risk, and to be more confident in their ability to evaluate the available investment options, relative to … neutral states, while negative emotions such as anxiety have the opposite effects. Moreover, beliefs are updated in a way that …