Doctoral Dissertation Research in DRMS: Essays on the Neural Basis of Consumer Choice

DRMS 博士论文研究：消费者选择的神经基础论文

• 批准号: 0647647
• 负责人: Akshay Rao
• 金额: $ 2.55万
• 依托单位: University of Minnesota-Twin Cities
• 依托单位国家: 美国
• 项目类别: Standard Grant
• 财政年份: 2007
• 资助国家: 美国
• 起止时间: 2007-04-01 至 2009-03-31
• 项目状态: 已结题
• 来源: https://www.nsf.gov/awardsearch/showAward?AWD_ID=0647647&HistoricalAwards=false
• 关键词: Doctoral; Dissertation; Research; DRMS; Essays

Doctoral Dissertation Research in DRMS: Essays on the Neural Basis of Consumer Choice People are often confronted with a choice between options that are equally attractive, but for different reasons. How people choose between such seemingly equivalent options is a topic of considerable interest in a number of fields including Economics, Psychology, Finance and Marketing. One stream of research has shown that contextual factors" such as the addition of a third, unattractive option may make the choice between seemingly equivalent options easier. Another stream of research suggests that exertion of self-control on an initial task impacts how people choose between options on a subsequent task. While the effects of some of these contextual factors can be predicted, the underlying neural mechanism for these decisions is not well understood. The proposed research will investigate the neural mechanisms underlying decision making using functional magnetic resonance imaging (fMRI). We will manipulate contextual factors to examine which of several extant models of decision making explain the process underlying choice. In particular, we will examine the impact of the addition of irrelevant alternatives on the neural mechanisms of decision making, and how the presence of the irrelevant alternative interacts with prior self-regulatory depleting tasks in influencing choice. The findings could be used to improve understanding of human decision making in a wide range of situations where decision makers have been shown to make suboptimal decisions.

DRMS中的博士学位论文研究：关于消费者选择的神经基础的论文，人们通常会面临同样有吸引力但出于不同原因的选择之间的选择。人们如何在这种看似同等的选择之间进行选择是在包括经济学，心理学，金融和营销在内的许多领域中引起极大兴趣的话题。一项研究表明，上下文因素“例如增加第三种，没有吸引的选择可能会使似乎等效的选项之间的选择更加容易。另一项研究表明，自我控制对初始任务的施加会影响人们在选项上选择在后续任务上的选择如何在这些上下语中选择的选择。而这些上下文因素的影响可以预测这些效果，而不是对这些神经的研究进行了不当进行的效果，而不是很好地进行了研究。提议的效果是对这些上下文因素的效果。使用功能性磁共振成像的基本决策（FMRI）我们将操纵上下文因素，以检查一些现存的决策模型中的哪些是解释过程的基础，我们将研究添加不相关的替代方案的影响。这些发现可用于提高对人类决策的理解，在各种情况下，在这种情况下，决策者已被证明可以做出次优决策。