Neuroeconomic modeling has being proposed as a predictive and explanatory formalization of human decision-making. We used the measure of the entropy of the EEG activity correlation to study shopping-related decision-making, and economic modeling to formalize our experimental results. The model involves both an emotional component and a cognitive factor in the estimation of the expected utility of products or processes. The conflict established between competing products or processes is assumed to be a major component determining the decision-making probabilities. The agreement between the experimental and the theoretical decision-making time distribution seems to validate the proposed model and to make an important argument in favor of neuroeconomic modeling of decision-making.



Arruda, L. H. F, F. T. Rocha and A. F. Rocha (2008) Studying the satisfaction of patients on the outcome of an anesthetic dermatological filler treatment. Journal of Cosmetic Dermatology, 7:246-250