This article presents an introduction to and analysis of an emerging area of research, namely decision neuroscience, whose goal is to integrate research in neuroscience and behavioral decision making. The article includes an exposition of (1) how the exponential accumulation of knowledge in neuroscience can potentially enrich research on decision making, (2) the range of techniques in neuroscience that can be used to shed light on various decision making phenomena, (3) examples of potential research in this emerging area, and (4) some of the challenges readers need to be cognizant of while venturing into this new area of research.

ERIM Top-Core Articles
Marketing Letters: a journal of research in marketing
Erasmus Research Institute of Management

Shiv, B., Bechara, A., Levin, I., Alba, J., Bettman, J., Dube, L., … McGraw, P. (2005). Decision Neuroscience. Marketing Letters: a journal of research in marketing, 16(3-4), 375–386. doi:10.1007/s11002-005-5899-8