This project examines the neurobiological processes that determine whether or not the presenter of an advertising execution is persuasive. We focus on the effects of a presenter's expertise, physical attractiveness and famousness on the viewers' memory of, and attitude towards, a product.
This line of research investigates the extent to which consumer neuroscience – applying neuroscience methods to marketing issues – significantly increases the accuracy of predicting consumer choices, above and beyond conventional measures.
It is well-known that the evaluation of current risky decisions is influenced by both the prior history of outcomes and current emotional, social, and financial states. This line of research investigates the neural mechanisms underlying such contextual effects on risk attitudes.
This project uses fMRI to investigate how a deviation from the social norm is perceived. Our results revealed deviations trigger a neuronal response in dopaminergic areas and the amplitude of this neural error signal predicts the individual’s tendency to conform to the opinion of the group.
Recent work shows that manipulating hormone levels influences various aspects of decision-making such as sensitivity to punishment, reward, and risk. In this project we focus primarily on the effects of testosterone and oxytocin on conformity, trust and reciprocity.
The Neuro-Turn in European Social Sciences and Humanities project is the first comprehensive assessment of the effects of the 'decision neurosciences' on the social sciences and humanities (SSH). NESSHI is part of a three year Open Research Area (ORA) project supported by four European research agencies as well as Oxford University, Paris II – Sorbonne University and the University of Mainz.