Decision Making Journal Club

Neural correlates of branding biases in consumer-based decision making

Presentation of the research project by Guus van Loon, at the Philiastides lab. Throughout this project, the neural foundations of branding biases and it's influence on costumer choice were studied. Participants were instructed to make binary choices between prior rated shopping items, while temporal characteristics of the decision making process were recorded. Behavioral findings by Philiastides and Ratcliff (2013) were reproduced, and followed by hypothesis driven ERP and discrimination analysis of frontal brain signals. Results suggest that frontal brain activity plays an important role in branding biases. This is likely to steer parietal evidence accumulation towards a specific choice.