University of California, Berkeley - Haas School of Business

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Video Room

 




Neural Responses Predict How Consumers Make Decisions

Thursday, April 19, 2012



Running Time: 6:24

Brain scans measuring neural responses to economic decisions are increasingly allowing researchers to uncover how we learn and make decisions in complex social and strategic settings. In other words, examining brain activity lends further clues to how consumers make buying decisions in a competitive market.

New research by Prof. Ming Hsu, assistant marketing professor, implements a new approach in order to supplement market research practices. By studying neural activity correlated to the learning process that anticipates and deciphers a competitor’s decision, as identified through brain activity, Hsu found this method of study can be a strong and accurate indicator for marketers to consider when planning their strategies.

Categories:  Haas Faculty & Research