市场营销学系学术讲座

时间：2024年11月19日（周二）14:00-15:30

地点：思源楼624

主题：Predicting consumer choice in the presence of imperfect recall

主讲人：Ming Hsu，Associate Professor

William Halford Jr. Family Chair in Marketing

Haas School of Business, University of California Berkeley

主持人：殷云露副教授

摘要：

The past decade has seen substantial progress in our understanding of the neural basis of economic decision-making. Major gaps remain, however, in applying current neuroeconomic frameworks to understand decision-making in the real world. In particular, while everyday decision-making in the real world seldom happens without input from semantic memory, which provides the decision-maker (DM) with access to the world knowledge she has acquired, laboratory studies of decision-making to date have largely focused on valuation and have (often explicitly) limited contributions by semantic memory. We fill this gap by developing a computational approach that conceptualizes MB-C as the product of the interaction between processes involving memory (e.g., retrieval of eligible items from memory) and preference (e.g. valuation of the successfully retrieved items). Our findings reveal an important cognitive mechanism through which semantic memory influences and constrains value-based decision-making.

简介：

Ming Hsu is a leading expert in neuromarketing and the application of biological methods to understand consumer behavior. He is William Halford Jr. Chair in Marketing and is associate professor in both the Haas School of Business and the Helen Wills Neuroscience Institute. Ming's research involves using neuroscientific and computational tools to understand the biological basis of economic and consumer decision-making, as well as how brain-based methods can be used to generate and validate insights into customers’ thoughts, feelings, and behavior. He has been at Berkeley-Haas since 2009.