Decision Neuroscience

Marketing Letters, Vol. 16, No. 3/4, pp. 375-386, 2005

Posted: 18 Feb 2010

See all articles by Baba Shiv

Baba Shiv

Stanford Graduate School of Business

Irwin Levin

University of Iowa

Joseph W. Alba

University of Florida - Warrington College of Business Administration

James R. Bettman

Duke University - Fuqua School of Business

Laurette Dube

McGill University - Desautels Faculty of Management

Alice M. Isen

Cornell University - Samuel Curtis Johnson Graduate School of Management; Cornell University -- Psychology Department

Barbara Mellers

University of California, Berkeley - Marketing Group; University of Pennsylvania - Marketing Department

A. Smidts

Erasmus Research Institute of Management (ERIM)

Susan Jung Grant

University of Colorado at Boulder - Leeds School of Business

A. Peter McGraw

University of Colorado at Boulder - Department of Marketing

Date Written: 2005

Abstract

This article presents an introduction to and analysis of an emerging area of research, namely decision neuroscience, whose goal is to integrate research in neuroscience and behavioral decision making. The article includes an exposition of (1) how the exponential accumulation of knowledge in neuroscience can potentially enrich research on decision making, (2) the range of techniques in neuroscience that can be used to shed light on various decision making phenomena, (3) examples of potential research in this emerging area, and (4) some of the challenges readers need to be cognizant of while venturing into this new area of research.

Suggested Citation

Shiv, Baba and Levin, Irwin and Alba, Joseph W. and Bettman, James R. and Dube, Laurette and Isen, Alice M. and Mellers, Barbara and Smidts, Ale and Jung Grant, Susan and McGraw, A. Peter, Decision Neuroscience (2005). Marketing Letters, Vol. 16, No. 3/4, pp. 375-386, 2005. Available at SSRN: https://ssrn.com/abstract=1554036

Baba Shiv

Stanford Graduate School of Business ( email )

655 Knight Way
Stanford, CA 94305-5015
United States
650-725-8122 (Phone)

Irwin Levin

University of Iowa ( email )

341 Schaeffer Hall
Iowa City, IA 52242-1097
United States

Joseph W. Alba

University of Florida - Warrington College of Business Administration ( email )

Gainesville, FL 32611
United States

James R. Bettman

Duke University - Fuqua School of Business ( email )

Box 90120
Durham, NC 27708-0120
United States

Laurette Dube

McGill University - Desautels Faculty of Management ( email )

1001 Sherbrooke St. West
Montreal, Quebec H3A1G5 H3A 2M1
Canada
514-398-4026 (Phone)
514-398-3876 (Fax)

Alice M. Isen

Cornell University - Samuel Curtis Johnson Graduate School of Management ( email )

359 Sage Hall
Ithaca, NY 14853
United States
607-255-4687 (Phone)

Cornell University -- Psychology Department ( email )

Ithaca, NY 14853
United States

Barbara Mellers

University of California, Berkeley - Marketing Group ( email )

Haas School of Business
Berkeley, CA 94720
United States

University of Pennsylvania - Marketing Department

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States

Ale Smidts

Erasmus Research Institute of Management (ERIM) ( email )

P.O. Box 1738
3000 DR Rotterdam
Netherlands

Susan Jung Grant

University of Colorado at Boulder - Leeds School of Business ( email )

Boulder, CO 80309-0419
United States

A. Peter McGraw (Contact Author)

University of Colorado at Boulder - Department of Marketing ( email )

United States

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