Towards a brain-to-society systems model of individual choice
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Towards a brain-to-society systems model of individual choice Laurette Dubé & Antoine Bechara & Ulf Böckenholt & Asim Ansari & Alain Dagher & Mark Daniel & Wayne S. DeSarbo & Lesley K. Fellows & Ross A. Hammond & Terry T-K Huang & Scott Huettel & Yan Kestens & Bärbel Knäuper & Peter Kooreman & Douglas Spencer Moore & Ale Smidts Published online: 30 September 2008 # Springer Science + Business Media, LLC 2008
Abstract Canonical models of rational choice fail to account for many forms of motivated adaptive behaviors, specifically in domains such as food selections. To describe behavior in such emotion- and reward-laden scenarios, researchers have proposed dual-process models that posit competition between a slower, analytic faculty and a fast, impulsive, emotional faculty. In this paper, we examine the assumptions and limitations of these approaches to modeling motivated choice. We argue that models of this form, though intuitively attractive, are biologically implausible. We describe an approach to motivated choice based on sequential sampling process models that can form a solid theoretical bridge between what is Authors include participants to the Brain-to-Society Systems of choice session at the Choice Symposium and members of the research team. Contents of this publication do not necessarily reflect the views or policies of the National Institutes of Health.
L. Dubé (*) : U. Böckenholt Desautels Faculty of Management, McGill University, 1001, Sherbrooke St. West, Montreal, Quebec, Canada H3A 1G5 e-mail: [email protected] A. Bechara Brain and Creativity Institute, University of Southern California, Los Angeles, CA, USA A. Ansari Columbia Business School, New York, NY, USA A. Dagher The Montreal Neurological Institute, McGill University, Montreal, Canada M. Daniel CHUM– Centre de Recherche, Axe santé des populations, Montreal, Quebec, Canada W. S. DeSarbo Smeal College of Business at the Pennsylvania State University, University Park, PA, USA
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Market Lett (2008) 19:323–336
known about brain function and environmental influences upon choice. We further suggest that the complex and dynamic relationships between biology, behavior, and environment affecting choice at the individual level must inform aggregate models of consumer choice. Models using agent-based complex systems may further provide a principled way to relate individual and aggregate consumer choices to the aggregate choices made by businesses and social institutions. We coin the term “brain-to-society systems” choice model for this broad integrative approach. Keywords Choice models . Dual-process models . Agent systems . Sequential sampling process models . Motivated adaptive behavior . Neuroscience . Neuroeconomics
1 Introduction This paper focuses on individual choice in contexts where cue-induced processes, shaped by human evolution and tied to biological drives, carry a significant weight in decision making and behavior. Referred to as motivated adaptive behaviors, these processes span a wide range of choices, e.g., from food and compan
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