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Hilke Plassmann prasentiert die Anwendung von Verfahren der funktionellen Hirnbildgebung fur die Konsumentenverhaltensforschung. Sie weist nach, dass Markenauswahlentscheidungen entweder auf emotionsbasierten oder analytischen Entscheidungsstrategien beruhen konnen.

Lectures in Neuroeconomics combines over 20 years of pioneering research in neuroeconomics, the study of human decision making, the ability to process multiple alternatives and to follow a course of action. Delivered in 24 lectures, Glimcher and Plassmann brings together top experts in the field to create the first lecture note and handbook on the topic.

Lectures in Neuroeconomics combines over 20 years of pioneering research in neuroeconomics, the study of human decision making, the ability to process multiple alternatives and to follow a course of action. Delivered in 24 lectures, Glimcher and Plassmann brings together top experts in the field to create the first lecture note and handbook on the topic.