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• Background Note | HBS Case Collection | September 2011 (Revised July 2019)

  Note on Neuromarketing

  This note provides some general perspective on the neuromarketing field, with a discussion of both current practices and future directions.

  Keywords: Marketing; Technological Innovation;

  Citation:

  Karmarkar, Uma R. "Note on Neuromarketing." Harvard Business School Background Note 512-031, September 2011. (Revised July 2019.)  View Details

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• Article | Scientific Reports | 2017

  Blunted Ambiguity Aversion During Cost-Benefit Decisions in Antisocial Individuals

  Joshua W. Buckholtz, Uma R. Karmarkar, Shengxuan Ye, Grace M. Brennan and Arielle Baskin-Sommers

  Antisocial behavior is often assumed to reflect aberrant risk processing. However, many of the most significant forms of antisocial behavior, including crime, reflect the outcomes of decisions made under conditions of ambiguity rather than risk. While risk and ambiguity are formally distinct and experimentally dissociable, little is known about ambiguity sensitivity in individuals who engage in chronic antisocial behavior. We used a financial decision-making task in a high-risk community-based sample to test for associations between sensitivity to ambiguity, antisocial behavior, and arrest history. Sensitivity to ambiguity was lower in individuals who met diagnostic criteria for Antisocial Personality Disorder. Lower ambiguity sensitivity was also associated with higher externalizing (but not psychopathy) scores and with higher levels of aggression (but not rule breaking). Finally, blunted sensitivity to ambiguity also predicted a greater frequency of arrests. Together, these data suggest that alterations in cost-benefit decision-making under conditions of ambiguity may promote antisocial behavior.

  Keywords: ambiguity; neuroscience; Neuroeconomics; choice; psychology; Decision choice and uncertainty; Behavior; Decision Choices and Conditions; Cost vs Benefits; Health Disorders;

  Citation:

  Buckholtz, Joshua W., Uma R. Karmarkar, Shengxuan Ye, Grace M. Brennan, and Arielle Baskin-Sommers. "Blunted Ambiguity Aversion During Cost-Benefit Decisions in Antisocial Individuals." Art. 2030. Scientific Reports 7 (2017).  View Details

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• Working Paper | 2017

  The 4 Minds of the Customer: A Framework for Understanding and Applying the Science of Decision Making

  Ryan Hamilton and Uma R. Karmarkar

  Scientists have spent decades creating powerful and detailed descriptions of how people make decisions. Unfortunately, many of these theories make contradictory predictions and are difficult to understand and implement. We introduce the 4 Minds framework as a practical tool for understanding and applying the science of decision-making in the marketplace. We synthesize previous research on decision-making into four broad approaches customers can take to making choices. These four decision-making “Minds”—Ideal Point Mind, Market Comparison Mind, Local Comparison Mind, and Image Mind—lead to very different outcomes and behaviors. We have developed the 4 Minds framework to serve as a diagnostic tool to help identify which clusters of decision-making research are most likely to apply in any given situation. By learning how these decision-making Minds differ, and the factors and environments that precipitate each one, marketers can better anticipate and serve their intended customers.

  Keywords: consumer behavior; consumer choice; Market research; segmentation; Decision Choices and Conditions; decision making process; decision; marketing; marketing research; Consumer Behavior; Decision Choices and Conditions; Marketing; Decision Making; Segmentation; Research;

  Citation:

  Hamilton, Ryan, and Uma R. Karmarkar. "The 4 Minds of the Customer: A Framework for Understanding and Applying the Science of Decision Making." Marketing Science Institute Report, No. 17-109, May 2017.  View Details

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