The Neuroscience of Preferences

Loading...
Thumbnail Image
Penn collection
Marketing Papers
Degree type
Discipline
Subject
Business
Cognition and Perception
Cognitive Psychology
Marketing
Funder
Grant number
License
Copyright date
Distributor
Related resources
Author
McClure, Samuel M
Riis, Jason
Contributor
Abstract

The expression of preference reflects the influence of two broad modes of judgment—intuition and deliberation (Kahneman and Frederick 2002). The intuitive mode includes emotional reactions (e.g. Loewenstein 1996), but it also includes heuristic process which are largely perceptual or cognitive in nature. Intuitive processes occur early in a judgment process; they are fast and largely automatic. This is in contrast with deliberative processes which tend to occur later in a judgement process, are slower, and are more controlled. Intuitive and deliberative processes interact with each other, although they are often in conflict, and there is some evidence that they are anatomically separated in the brain.

Advisor
Date Range for Data Collection (Start Date)
Date Range for Data Collection (End Date)
Digital Object Identifier
Book title
Series name and number
Publication date
2009-01-01
Volume number
Issue number
Publisher
Publisher DOI
Journal Issue
Comments
Recommended citation
Collection