Shiv, Baba; Bechara, Antoine; Levin, Irwin; Alba, Joseph; … - In: Marketing Letters 16 (2005) 3, pp. 375-386
This article presents an introduction to and analysis of an emerging area of research, namely decision neuroscience …, whose goal is to integrate research in neuroscience and behavioral decision making. The article includes an exposition of (1 …) how the exponential accumulation of knowledge in neuroscience can potentially enrich research on decision making, (2) the …