Neuroeconomics

In Scientists Identify Brain Region Responsible for Calculating Risk versus Reward, Scientific American reports on new research shedding more light on the neuroscience of decision making. Nathaniel Daw and John O'Doherty of University…

Scientists now have a better understanding of why some people develop extreme food cravings. Brain scans show that some individuals have a much stronger response to images of food, making them more likely to abandon diets and engage in…

Researchers at Yale have found that capuchin monkeys are risk-averse when making decisions, and exhibit behavior similar to humans when choosing between alternatives.

Neuroscientists have used fMRI to discover that the brain's anticipation of pain can be as bad as actually experiencing the pain. Marketers should use pain references carefully.

New research identifies the areas of the brain used to store "values" for alternative choices in decision making. This work will influence both neuroeconomics and neuromarketing, and will no doubt spawn much follow-on work to better…

Neuroscientists at Duke, using fMRI brain scans, have shown that different brain mechanisms are at work when people make decisions under risky or ambiguous conditions.