Hilke Plassmann , Vinod Venkatraman

Actions Can Modulate Neural Representations of Ex

Aversive Goal Values Are Negatively Encoded In the Medial Orbitofrontal Cortex

Title : Pain of Paying — A Metaphor Gone Literal : Evidence from Neurobiology and Behavioral Decision Making

How do individuals perceive paying for goods? Recent behavioral economic theories of purchases suggest a hedonic process underlying the act of paying—that is, that individuals experience a displeasure of paying. We investigated this idea in three incentive-compatible experiments. First, we conducted a brain imaging study, which suggested that there exists a displeasure of paying akin to a highe...

Branding the brain: A critical review and outlook

The application of neuroscience to marketing, and in particular to the consumer psychology of brands, has gained popularity over the past decade in the academic and the corporate world. In this paper, we provide an overview of the current and previous research in this area and explainwhy researchers and practitioners alike are excited about applying neuroscience to the consumer psychology of br...

Neuronal Correlates of Decision Making

Decision making involves selection from sets of options based on current evidence about the state of the world and estimates of the value or utility of different outcomes. The neural correlates of evidence assessment that guide simple perceptual judgments are now well understood, and we argue that this process can serve as a simple model for organizing behavioral and neural correlates of decisi...