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  • 03 Nov 2015
  • News

Marketers Should Pay Attention to fMRI

  • April 2013
  • Article

An fMRI Investigation of Racial Paralysis

By: Michael I. Norton, Malia F. Mason, Joseph A. Vandello, Andrew Biga and Rebecca Dyer
We explore the existence and underlying neural mechanism of a new norm endorsed by both black and white Americans for managing interracial interactions: "racial paralysis," the tendency to opt out of decisions involving members of different races. We show that people... View Details
Keywords: Behavior; Race; Judgments; Decision Choices and Conditions; Personal Characteristics; United States
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  • Article

Behavioral and Neural Representations en route to Intuitive Action Understanding

By: Leyla Tarhan, Julian De Freitas and Talia Konkle
When we observe another person’s actions, we process many kinds of information—from how their body moves to the intention behind their movements. What kinds of information underlie our intuitive understanding about how similar actions are to each other? To address this... View Details
Keywords: Action Perception; Intuitive Similarity; Multi-arrangement; fMRI; Representational Similarity Analysis; Behavior; Perception
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  • August 2015
  • Article

Cost Conscious? The Neural and Behavioral Impact of Price Primacy on Decision-Making

By: Uma R. Karmarkar, Baba Shiv and Brian Knutson
Price is a key factor in most purchases, but it can be presented at different stages of decision making prior to a purchase. We examine the sequence-dependent effects of price and product information on the decision-making process at both neural and behavioral levels.... View Details
Keywords: fMRI; Retail Promotion; Purchase Decisions; Price; Value; Decision Choices and Conditions; Consumer Behavior; Product Marketing; Retail Industry
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  • Article

How Beliefs about Self-creation Inflate Value in the Human Brain

By: Raphael Koster, Tali Sharot, Rachel Yuan, Benedetto De Martino, Michael I. Norton and Raymond J. Dolan
Humans have a tendency to overvalue their own ideas and creations. Understanding how these errors in judgement emerge is important for explaining suboptimal decisions, as when individuals and groups choose self-created alternatives over superior or equal ones. We show... View Details
Keywords: fMRI; Amygdala; Hippocampus; Medial Temporal Lobe; Caudate Nucleus; Values and Beliefs
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  • Article

Consumer Neuroscience: Advances in Understanding Consumer Psychology

By: Uma R. Karmarkar and Carolyn Yoon
While the study of consumer behavior has been enriched by improved abilities to generate new insights, many of the mechanisms underlying judgments and decision making remain difficult to investigate. In this review, we highlight some of the ways in which our... View Details
Keywords: Consumer Neuroscience; Neuroscience; Neuroeconomics; Consumer Psychology; Customer Behavior; Predictive Analytics; Neural Prediction; Neuroimaging; fMRI; Eye-tracking; Consumer Behavior; Marketing
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    A Neurocomputational Model of Altruism and Its Implications

    In this paper, we propose a neurocomputational model of altruistic choice and test it using behavioral and fMRI data from a task in which subjects make choices between real monetary prizes for themselves and another. Our model captures key patterns of choice,... View Details
    • 17 Dec 2014
    • Research & Ideas

    How Our Brain Determines if the Product is Worth the Price

    pricing can be found in the article Deconstructing the Price Tag.) The Brain Shopping Experiment In a series of experiments, participants went shopping—while lying on their backs inside a functional magnetic resonance imaging (fMRI) machine. The View Details
    Keywords: by Carmen Nobel; Retail
    • 26 Mar 2012
    • Research & Ideas

    What Neuroscience Tells Us About Consumer Desire

    seatmate. Problem solved.) The campaign garnered Frito-Lay a 2009 Grand Ogilvy Award from the Advertising Research Foundation. EEG vs. fMRI Karmarkar notes that EEG and fMRI have different strengths and... View Details
    Keywords: by Carmen Nobel; Consumer Products
    • 31 Jan 2012
    • First Look

    First Look: Jan. 31

    http://www.oup.com/us/catalog/general/subject/Politics/AmericanPolitics/?view=usa&ci=9780199781911 An fMRI Investigation of Racial Paralysis Authors:Michael I. Norton, Malia F. Mason, Joseph A. Vandello, Andrew Biga, and Rebecca Dyer... View Details
    Keywords: Sean Silverthorne & Carmen Nobel
    • 11 Feb 2013
    • Research & Ideas

    Neuroeconomics: Eyes, Brain, Business

    "Therefore, it is no wonder that eyes have been the Achilles heel of CGI." In another study, Looser, Wheatley, and Swaroop Guntupalli, also of Dartmouth, conducted fMRI scans on 30 participants for an in-depth look at how brains evaluate... View Details
    Keywords: by Carmen Nobel