Neuroscience drivers of decision making

Abstract

The initial section of this Project report would serve as an overview of the present state of consumer neuroscience. It comprises of summaries of 3 papers that present broad perspectives of the current state of knowledge and inference that has been derives. The results of these papers have been highlighted. The intent here is to provide an initial point of reference for anyone who wants a quick look into consumer neuroscience as well as provide links and avenues for them to delve deeper into the specific neural area of interest or consumer behaviour. The references to each of the papers can be found at the end of this section. References used within these papers as such are included within the papers themselves.Consumer neuroscience: Revealing meaningful relationships between brain and consumer behaviour [1] Neuroscience metrics allow insights into emotional and affective processing in subjects that are important to the overall decision-making process, but these are very hard to extract through surveys and other standard tools. Further, neurological methods give insights into the autonomic or unconscious processing that happens in the consumer mind. This allows developing process-related models that are free from the effect of any linguistic or verbal processing and avoid the attitude and behaviour biases that may be introduced through surveys. Using techniques such as fMRI, one can gather data throughout the experience process and the contribution of the various neuroscience mechanisms can be understood at different stages in the process.