Archivio per 19 marzo 2015

19
Mar
15

neuroecon_present_future.pdf

See on Scoop.itBounded Rationality and Beyond

What is neuroeconomics doing? This issue of Games and Economic Behavior collects a set of papers that apply the concepts, methods, and technical tools of neuroscience to economic analysis. This is what has by now come to be called neuroeconomics (NE). If one wants to understand what NE is, then the most useful way is probably to look at what NE does in concrete research, so we invite the curious reader to choose one of the articles and begin to read. But if one is questioning the method or even the usefulness of this line of research, then an introduction may be the right place for a discussion. In particular this is true if one is trying to understand what this developing field of research is trying to accomplish in the future. The main content of this introduction will be an attempt to provide a possible answer to this question. In a different paper (Glimcher and Rustichini, 2004) Paul Glimcher and I have tried to provide our view on what neuroeconomics is technically, what methods it uses, and how researchers in the area are in general planning to deal with the classical themes of economics, decision theory and game theory in the first place. A different view is presented in Camerer et al. (2005). In summary, I think the following is the main point. At the very least, neuroeconomics provides new data in addition to those we have available from theoretical, empirical, and experimental research on human behavior. 

See on econ.upf.edu

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19
Mar
15

Neuroeconomics—From neural systems to economic behaviour

See on Scoop.itBounded Rationality and Beyond
Abstract

Neuroeconomics is a new and highly interdisciplinary field. Drawing from theories and methodologies employed in both economics and neuroscience, it aims at understanding the neural systems supporting and affecting economically relevant behaviour in real-life situations. Although incomplete, the evidence is beginning to clarify with the possibility that neuroeconomic methodology might eventually trace whole processes of economically relevant behaviour. This paper accompanies the author’s ConNEcs 2004 keynote speech on applications of neuroeconomic research.

  
See on sciencedirect.com

19
Mar
15

What is ‘neuromarketing’? A discussion and agenda for future research

See on Scoop.itBounded Rationality and Beyond
Abstract

Recent years have seen advances in neuroimaging to such an extent that neuroscientists are able to directly study the frequency, location, and timing of neuronal activity to an unprecedented degree. However, marketing science has remained largely unaware of such advances and their huge potential. In fact, the application of neuroimaging to market research – what has come to be called ‘neuromarketing’ – has caused considerable controversy within neuroscience circles in recent times. This paper is an attempt to widen the scope of neuromarketing beyond commercial brand and consumer behaviour applications, to include a wider conceptualisation of marketing science. Drawing from general neuroscience and neuroeconomics, neuromarketing as a field of study is defined, and some future research directions are suggested.

See on sciencedirect.com

19
Mar
15

Redefining neuromarketing as an integrated science of influence

See on Scoop.itBounded Rationality and Beyond

Multiple transformative forces target marketing, many of which derive from new technologies that allow us to sample thinking in real time (i.e., brain imaging), or to look at large aggregations of decisions (i.e., big data). There has been an inclination to refer to the intersection of these technologies with the general topic of marketing as “neuromarketing”. There has not been a serious effort to frame neuromarketing, which is the goal of this paper. Neuromarketing can be compared to neuroeconomics, wherein neuroeconomics is generally focused on how individuals make “choices”, and represent distributions of choices. Neuromarketing, in contrast, focuses on how a distribution of choices can be shifted or “influenced”, which can occur at multiple “scales” of behavior (e.g., individual, group, or market/society). Given influence can affect choice through many cognitive modalities, and not just that of valuation of choice options, a science of influence also implies a need to develop a model of cognitive function integrating attention, memory, and reward/aversion function. The paper concludes with a brief description of three domains of neuromarketing application for studying influence, and their caveats.

 
See on ncbi.nlm.nih.gov




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