Marketing actions can modulate neural representations of experienced pleasantness (2008)
Plassmann, Hilke, O'Doherty, John, Shiv, Baba, Rangel, Antonion
Despite the importance and pervasiveness of marketing, almost nothing is known about the neural mechanisms through which it affects decisions made by individuals. We propose that marketing actions,...
The role of fear in home-biased decision making: first insights from neuroeconomics (2006)
Kenning, Peter, Mohr, Peter, Erk, Susanne, Walter, Henrik, Plassmann, Hilke
We used functional magnetic resonance imaging (“fMRI”) to investigate the neural mechanisms underlying home–biased, financial decision-making. Twenty-eight subjects were instructed to make...
Neural correlates of the affect heuristic during brand choice
Hilke Plassmann, Peter Kenning, Michael Deppe, Harald Kugel, Wolfram Schwindt
In this working paper it is investigated how affect and cognition interact in consumer decision making. The research framework is multidisciplinary by applying a neuroscientific method to answer the...
Dr. Peter Kenning, Hilke Plassmann
Over the last two years a research field has developed under the banner of 'neuroeconomics' in which recent neuroscientific methods are deploid to analyze economically relevant processes. This paper...
The relative strength of affective commitment in securing loyalty in service relationships
Evanschitzky, Heiner, Iyer, Gopalkrishnan R., Plassmann, Hilke, Niessing, Joerg, Meffert, Heribert
Marketing actions can modulate neural representations of experienced pleasantness
Plassmann, Hilke, O'Doherty, John, Shiv, Baba, Rangel, Antonio
Despite the importance and pervasiveness of marketing, almost nothing is known about the neural mechanisms through which it affects decisions made by individuals. We propose that marketing actions,...
The role of fear in home-biased decision making: first insights from neuroeconomics
Kenning, Peter, Mohr, Peter, Erk, Susanne, Walter, Henrik, Plassmann, Hilke
We used functional magnetic resonance imaging (“fMRI”) to investigate the neural mechanisms underlying home–biased, financial decision-making. Twenty-eight subjects were instructed to make...