C.E. (Catalina) Ratala

RSM - Rotterdam School of Management
Erasmus University Rotterdam
ERIM Doctoral Student
Field: Marketing
Affiliated since 2012

PhD Project

Neuroscience of Consumer Decision-making: Neural correlates of dynamic valuation

Decision-­‐making is a vital part of our lives. A remarkable ability we possess is the fact that we are able to change our minds about things. While neuroscience research has been conducted in the area of valuation, we know little about the dynamic changes that take place over time. In the present study we investigate how product reviews by other customers inflict changes on a decision maker’s valuation of a product as a function of time and information disclosure. We will do so by varying the presented type of information on relevant dimensions (in particular the valence and the source of information) in order to induce a change in the valuation of a product. We will capture these changes by measuring differences in choice and correlating them with dynamic changes is brain activity over time. We will develop and apply a computational model to better account for the dynamic effects in the BOLD signal.

Keywords
dynamic valuation, value updating, consumer choice, online reviews
Time frame
2012 -

Address

Visiting address

Office: Mandeville Building T10-28
Burgemeester Oudlaan 50
3062 PA Rotterdam

Postal address

Postbus 1738
3000 DR Rotterdam
Netherlands

Supervisory team

Catalina Ratala
Professor of Marketing Research
Promotor
Catalina Ratala
Alan Sanfey
Co-Promotor
Catalina Ratala
Associate Professor of Marketing Management
Daily supervisor