Presentation Slides and Suggested Readings

2006 Association for Consumer Research Preconference Exploring How Neuroscience Can Inform Consumer Research Orlando, Florida September 28, 2006

SESSION 1: FOUNDATIONS OF NEUROSCIENCE

Using neuroimaging to understand psychological processes John Jonides, University of Michigan For presentation slides, click here. Suggested readings: 1. Berman, M. G., Jonides, J, and Nee, D.E (in press). Studying mind and brain with fMRI, Social Cognitive and Affective Neuroscience. 2. Culham, J. C. (2006). Functional neuroimaging: Experimental design and analysis. Book chapter in R. Cabeza & A. Kingstone (Eds.), Handbook of Functional Neuroimaging of Cognition (2nd ed.). Cambridge MA: MIT Press (pp. 53-82).

Neuroimaging methods Scott Huettel, Duke University For presentation slides, click here. Suggested readings: 1. Huettel, Song, and McCarthy (2004). Functional Magnetic Resonance Imaging. 2. Buxton (2002). Introduction to fMRI. 3. Luck (2005). An Introduction to the ERP Technique. 4. Purves et al. (2004). Neuroscience, 3rd Edition.

Cognitive neuroscience Angela Gutchess, Harvard University and Massachusetts General Hospital For presentation slides, click here. Suggested readings: 1. Gutchess, A.H., Ieuji, Y., & Federmeier, K.D. (in press). Event-related potentials reveal age differences in the recognition and successful encoding of scenes. Journal of Cognitive Neuroscience. 2. Friedman, D. (2003). Cognition and aging: A highly selective overview of event-related potential (ERP) data. Journal of Clinical and Experimental Neuropsychology, 25, 702-720. 3. Gutchess, A.H., Welsh, R.C., Boduroglu, A. & Park, D.C. (2006). Cross-cultural differences in the neural correlates of picture encoding. Cognitive, Affective, and Behavioral Neuroscience, 6, 102-109. 4. Heatherton, T. F., Macrae, C. N., & Kelley, W. M. (2004). What the social brain sciences can tell us about the self. Current Directions in Psychological Science, 13, 190-193. 5. Nisbett, R.E., Peng, K., Choi, I. & Norenzayan, A. (2001). Culture and systems of thought: Holistic versus analytic cognition. Psychological Review, 108, 291-310. 6. Reuter-Lorenz, P.A., & Lustig, C. (2005). Brain aging: Reorganizing discoveries about the aging mind. Current Opinion in Neurobiology, 15, 245-251.

SESSION 2: EMERGING FIELDS IN NEUROSCIENCE

Social cognitive neuroscience Kevin Ochsner, Columbia University For presentation slides, click here. Suggested readings: Not available

Neuroeconomics: Neural predictors of purchases Drazen Prelec, Massachusetts Institute of Technology Presentation Slides: Not available Suggested readings: 1. Kuhnen, C. M., and Knutson, B. (2005). The neural basis of financial risk-taking. Neuron, 47, 763-770. 2. McClure, S. M., Li, J., Tomlin, D., Cypert, K. S., Montague, L. M., and Montague, P. R. (2004). Neural correlates of behavioral preference for culturally familiar drinks. Neuron 44, 379-387. 3. Camerer, C. F., Loewenstein, G. F., and Prelec, D. (2005). Neuroeconomics: How neuroscience can inform economics. Journal of Economic Literature, 43, 9-64.

Decision neuroscience Antoine Bechara, University of Southern California For presentation slides, click here. Suggested readings: 1. Bechara, A., and Damasio, A. R. (2005). The somatic marker hypothesis: A neural theory of economic decision. Games and Economic Behavior, 52, 336-372.

SESSION 3: NEURAL BASIS OF CHOICE AND DECISION MAKING

Emotions, regret and decision making Richard Gonzalez, University of Michigan For presentation slides, click here. Suggested readings: 1. Mellers, B., Schwartz, A., and Ritov, I. (1999). Emotion-based choice. Journal of Experimental Psychology: General, 128, 332-345. 2. Camille, N., Coricelli, G., Sallet, J., Pradat-Diehl, P., Duhamel, J. R., and Sirigu, A. (2004). The involvement of the orbitofrontal cortex in the experience of regret. Science, 304, 1167-1170. 3. Coricelli, G., Critchley, H. D., Joffily, M., O’Doherty, J. P., Sirgu, A., and Dolan, R. J. (2005). Regreat and its avoidance: a neuroimaging study of choice behavior. Nature Neuroscience, 8, 1255-1262.

Neuroimaging of Emotions and Cognition Dan Ariely and Nina Mazar, Massachusetts Institute of Technology Presentation slides: Not available Suggested readings: 1. O’Doherty, J., Kringelbach, M. L., Rolls, E. T., Hornak, J., and Andrews, C. (2001). Abstract reward and punishment representations in the human orbitofrontal cortex. Nature Neuroscience, 4, 95-102. 2. Tanaka, S., Doya, K., Okada, G., Ueda, K., Okamoto, Y., and Yamawaki, S. (2004). Prediction of immediate and future rewards differentially recruits cortico-basal ganglia loops. Nature Neuroscience, 7, 887-893. 3. McClure, S. M., Laibson, D. I., Loewenstein, G., and Cohen, J. D. (2004). Separate neural systems value immediate and delayed monetary rewards. Science, 306, 503-507.

Investment Behavior and the Negative Side of Emotion Baba Shiv, Stanford University For presentation slides, click here. Suggested readings: 1. Shiv, B., Loewenstein, G., Bechara, A., Damasio, H., and Damasio, A. R. (2005). Investment behavior and the negative side of emotion. Psychological Science, 16, 435-439. 2. Shiv, B., Bechara, A., Levin, I., Alba, J. W., Bettman, J. R., Dube, L., Isen, A., Mellers, B., Smidts, A., Grant, S. J., and McGraw, A. P. (2005). Decision neuroscience. Marketing Letters, 16, 375-386.

A neuroeconomic approach to understanding pattern recognition in advertising Meghana Bhatt, California Institute of Technology For presentation slides, click here. Suggested readings: Not available

SESSION 4: NEURAL BASIS OF CONSUMER BEHAVIOR

Neural correlates of judgments about relationships of self to persons and brands Carolyn Yoon, University of Michigan For presentation slides, click here. Suggested readings: 1. Yoon, C., Gutchess, A. H., Feinberg, F., and Polk, T. A. (2006). A functional magnetic resonance imaging study of neural dissociations between brand and person judgments. Journal of Consumer Research, 33, 31-40.

The influence of brand name information on decisions under ambiguity: First evidence from neuroeconomic research Hilke Plassmann, California Institute of Technology For presentation slides, click here. Suggested readings: 1. Bechara, A., Damasio, H., Tranel, D., and Damasio, A. (1997). Deciding advantageously before knowing the advantageous Strategy. Science, 275, 1293-1295. 2. Deppe, M., Schwindt, W., Kugel, H., Plassmann, H., and Kenning, P. (2005a). Non-linear responses within the medial prefrontal cortex reveal when specific implicit information influences economic decision-making. Journal of Neuroimaging, 15, 171-183. 3. Deppe, M., Schwindt, W., Krämer, J., Kugel, H., Plassmann, H., Kenning, P., and Ringelstein, E.B. (2005b): Evidence for a neural correlate of the framing effect: Bias-specific activity in the ventromedial prefrontal cortex during credibility judgements. Brain Research Bulletin, 67, 413-421. 4. LaBar, K. S. and Cabeza, R. (2006). Cognitive neuroscience of emotional memory. Nature Reviews Neuroscience, 7, 54-64. 5. Paulus, M. P., and Frank, L. R. (2003). Ventromedial prefrontal cortex activation is critical for preference judgments. NeuroReport, 14, 1311-1315.

Neural foundations of the effectiveness of celebrities in advertising Ale Smidts, Erasmus University, Rotterdam Presentation slides: Not available Suggested readings: Not available