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...

Following the development of advanced neuroimaging techniques, the growing interest in studying the brain’s response to marketing stimuli resulted in the birth of consumer neuroscience within the field of neuroeconomics. However, marketing scholars have remained reluctant to adopt the...

The author emphasizes that 2009 must be remembered not only for the 200 birthday of Charles Darwin, but as well as the 250-year anniversary of Adam Smith's "Theory of Moral Sentiments". Proceeding from the fact that Darwin as well as Robert Malthus refer to a classical economist, it is...

Solving the exploration/exploitation trade-off is a fundamental issue for an organism living in an uncertain and changing environment. This review describes how a stream of cognitive neuroscience studies linked exploratory behaviour to structures in the human prefrontal cortex, then identified...

This paper has two goals. First, we discuss several emerging approaches to applied welfare analysis under non-standard (“behavioral”) assumptions concerning consumer choice. This provides a foundation for Behavioral Public Economics. Second, we illustrate applications of these approaches by...

This paper examines whether the degree of confidence and overconfidence in one's ability is determined biologically. In articular, we study whether foetal testosterone exposure correlates with an incentive-compatible measure of confidence within an experimental setting. We find that men (rather...

Understanding how consumers respond to information about animal production systems is important both for animal activist groups and for agricultural producers alike. This is particularly true as information conveyed over platforms such as YouTube both decrease the cost of communication and...

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...

The past decade has witnessed an unprecedented growth in our understanding of the brain basis of economic decision-making. In particular, research is uncovering not only the location of brain regions where certain processes are taking place, but also the nature of the (economically meaningful)...