NEUROMARKETING
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.
