Neuroeconomics and consumer brain Cover Image

Neuroekonomia a mózg konsumenta
Neuroeconomics and consumer brain

Author(s): Sylwia Bas
Subject(s): Economy, Health and medicine and law
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: neuroeconomics; experiment; electroencephalography; functional magnetic resonance; manipulation; consumer behavior; purchaser; brain; reflex brain; rational brain;

Summary/Abstract: Neuroeconomics is a field of science which investigates the neural correlates of decisions and economic assessments,using mainly methods such as functional magnetic resonance and electroencephalography. Part of neuroeconomics focuses on discovering the neurophysiological basis of assessments and consumer behavior, for example in case of a purchase of a good. To understand better the decisions of customers, you need to understand the mechanisms of brain. The aim of the analysis is to explain what kind of processes undergo in human brain during making economic decisions. On the basis of these results we can predict in which situations a consumer makes a decision of purchase,and when he resign from buying an offered product. However, the greater the knowledge, the greater the risk for the consumer that his senses will undergo manipulation.

  • Issue Year: 2015
  • Issue No: 11
  • Page Range: 249-257
  • Page Count: 9
  • Language: Polish