About this class
The last three decades have witnessed major developments in cognitive and affective neurosciences and economic sciences, after the realization that many of its models are not predicting real-life behavior (e.g. consumer and career decisions, staff management options, designing and planning learning and working environments) are now eager for their insights. Traditional models are based on the assumption that individuals make informed, conscious, and deliberate choices. Cognitive Psychology and Affective neurosciences can provide a deeper understanding of the motivational foundations of human actions and inform economic sciences on emotional processes that may bypass many of the “rational” conscious decision-making processes assumed in the past. In that vein, this course provides a wealth of information – theory, methods, and applications - crucial for those working in the media and marketing, computing and information technologies, managers, career counselors, and social scientists. The course also stimulates reflection on the ethical aspects of applying this type of knowledge to the economy and management.
Syllabus
The advent of the brain era and its impact on behavioral economics: The brain of “gut-feelings” and adapted decisions. Main Emotion Theories. The somatic marker hypothesis, Automaticity in perception, formation of feelings, decision-making, and behavior, Brain-imaging and other techniques in the study of behavior triggers, response to stimuli, and reward; 2. The brain’s motivational and emotional processes and why they matter for economics: Brain structures and chemicals for motivation and emotion, Interindividual differences in motivation/emotion systems; the interplay of behavior, neuroanatomy and physiology – neuroplasticity, Empathy, and trust: in working/learning environments and in the decision and consumer processes. Empathic leadership, The brain’s reward system, Stress in the brain, motivation, and decision. 3. Applying neuroscience to the economic realm: Neuromarketing: opportunities, limitations, and ethical considerations; market projections, Neuro-friendly and emotionally adequate environments, Organizations & Media.