Marketing Letters

, Volume 16, Issue 3–4, pp 375–386 | Cite as

Decision Neuroscience

  • Baba Shiv
  • Antoine Bechara
  • Irwin Levin
  • Joseph W. Alba
  • James R. Bettman
  • Laurette Dube
  • Alice Isen
  • Barbara Mellers
  • Ale Smidts
  • Susan J. Grant
  • A. Peter Mcgraw


This article presents an introduction to and analysis of an emerging area of research, namely decision neuroscience, whose goal is to integrate research in neuroscience and behavioral decision making. The article includes an exposition of (1) how the exponential accumulation of knowledge in neuroscience can potentially enrich research on decision making, (2) the range of techniques in neuroscience that can be used to shed light on various decision making phenomena, (3) examples of potential research in this emerging area, and (4) some of the challenges readers need to be cognizant of while venturing into this new area of research.


decision making neuroscience 


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Copyright information

© Springer Science + Business Media, Inc. 2005

Authors and Affiliations

  • Baba Shiv
    • 1
  • Antoine Bechara
    • 2
  • Irwin Levin
    • 3
  • Joseph W. Alba
    • 4
  • James R. Bettman
    • 5
  • Laurette Dube
    • 6
  • Alice Isen
    • 7
  • Barbara Mellers
    • 8
  • Ale Smidts
    • 9
  • Susan J. Grant
    • 10
  • A. Peter Mcgraw
    • 10
  1. 1.Stanford Graduate School of BusinessStanford
  2. 2.Institute for the Neurological Study of Emotion, Decision-Making, and CreativityUniversity of Southern CaliforniaLos Angeles
  3. 3.Department of PsychologyUniversity of IowaIowa City
  4. 4.Warrington College of BusinessUniversity of FloridaGainsville
  5. 5.Fuqua School of BusinessDuke UniversityDurham
  6. 6.Faculty of ManagementMcGill UniversityMontrealCanada
  7. 7.Cornell UniversityIthaca
  8. 8.Barbara Mellers, Haas School of BusinessUniversity of CaliforniaBerkeley
  9. 9.Erasmus UniversityRotterdamThe Neatherlands
  10. 10.Leeds School of BusinessUniversity of ColoradoBoulder

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