Ground-breaking research by Ale Smidts and Maarten Boksem of the Erasmus Centre for Neuroeconomics has been recognised with the Insight Scientist of the Year award from the Dutch centre of expertise for marketing professionals, MOA.
Erasmus Centre for Neuroeconomics
The Erasmus Centre for Neuroeconomics
Economics, psychology, and neuroscience are converging today into the unified discipline of Neuroeconomics with the ultimate aim of providing a single, general theory of human choice behaviour. Neuroeconomics can provide social scientists and future managers with a deeper understanding of how they make their own decisions, and how others decide. How does our brain arrive at a “good” or “fair” decision? What does our brain perceive as valuable and how do we learn the value of features of our environment? Is it possible to use recordings from consumers' brains to predict their purchasing intentions? Research at the Erasmus Centre for Neuroeconomics aims to answer these questions.
Every day we have the opportunity to lie, cheat and be dishonest for personal gain. Alternatively, we can choose to be a ‘good person’ and uphold our positive moral self-image. It is generally assumed that our cognitive control or ‘willpower’ steers people away from immoral decisions.
But according to new research from PhD candidate Sebastian Speer, Professor Ale Smidts and Dr Maarten Boksem of Rotterdam School of Management, Erasmus University (RSM), cognitive control does not serve the same purpose for everyone. In fact, this control actually enables cheating for people who are usually honest, while it facilitates honest decisions for cheaters.
In her dissertation 'Context Dependent Valuation. A neuroscientific perspective on consumer decision-making’, Linda Couwenberg takes an interdisciplinary approach to study how different types of contextual information can increase the desirability of anticipated outcomes and thereby influence common, everyday, consumer behaviors.
Hang-Yee Chan was awarded a doctorate with the distinction cum laude for his dissertation 'Decoding the consumer’s brain: Neural representations of consumer experience’. Hang-Yee studies on consumer experience – what consumers think about brands, how they feel about services, whether they like certain products – is crucial to marketing practitioners.
In her dissertation 'Emotional Experience and Advertising Effectiveness: On the use of EEG in marketing’ Esther Eijlers extends existing knowledge by elucidating two proposed aims of neuromarketing, using EEG: offering additional insight into implicit processes (here, emotions) and contributing to predicting behavioral, market level, responses or ‘advertising effectiveness’.