ISSN: 2081-9579 eISSN: 2353-2815 OAI
DOI: 10.18276/wpe.2015.11-23
Issue archive /
nr 11 (2015)
Neuroekonomia a mózg konsumenta
(Neuroeconomics and consumer brain)
| Authors: |
Sylwia
Bas
Wydział Zarządzania i Ekonomiki Usług, Uniwersytet Szczeciński |
| Keywords: | rational brain experiment electroencephalography functional magnetic resonance manipulation consumer behavior purchaser brain reflex brain neuroeconomics |
| Whole issue publication date: | 2015 |
| Page range: | 9 (249-257) |
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.
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