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Towards a brain-to-society systems model of individual choice

Publication ,  Journal Article
Dubé, L; Bechara, A; Böckenholt, U; Ansari, A; Dagher, A; Daniel, M; Desarbo, WS; Fellows, LK; Hammond, RA; Huang, TTK; Huettel, S; Kestens, Y ...
Published in: Marketing Letters
January 1, 2008

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 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. © 2008 Springer Science+Business Media, LLC.

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Published In

Marketing Letters

DOI

ISSN

0923-0645

Publication Date

January 1, 2008

Volume

19

Issue

3-4

Start / End Page

323 / 336

Related Subject Headings

  • Marketing
  • 3506 Marketing
  • 1505 Marketing
 

Citation

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Dubé, L., Bechara, A., Böckenholt, U., Ansari, A., Dagher, A., Daniel, M., … Smidts, A. (2008). Towards a brain-to-society systems model of individual choice. Marketing Letters, 19(3–4), 323–336. https://doi.org/10.1007/s11002-008-9057-y
Dubé, L., A. Bechara, U. Böckenholt, A. Ansari, A. Dagher, M. Daniel, W. S. Desarbo, et al. “Towards a brain-to-society systems model of individual choice.” Marketing Letters 19, no. 3–4 (January 1, 2008): 323–36. https://doi.org/10.1007/s11002-008-9057-y.
Dubé L, Bechara A, Böckenholt U, Ansari A, Dagher A, Daniel M, et al. Towards a brain-to-society systems model of individual choice. Marketing Letters. 2008 Jan 1;19(3–4):323–36.
Dubé, L., et al. “Towards a brain-to-society systems model of individual choice.” Marketing Letters, vol. 19, no. 3–4, Jan. 2008, pp. 323–36. Scopus, doi:10.1007/s11002-008-9057-y.
Dubé L, Bechara A, Böckenholt U, Ansari A, Dagher A, Daniel M, Desarbo WS, Fellows LK, Hammond RA, Huang TTK, Huettel S, Kestens Y, Knäuper B, Kooreman P, Moore DS, Smidts A. Towards a brain-to-society systems model of individual choice. Marketing Letters. 2008 Jan 1;19(3–4):323–336.
Journal cover image

Published In

Marketing Letters

DOI

ISSN

0923-0645

Publication Date

January 1, 2008

Volume

19

Issue

3-4

Start / End Page

323 / 336

Related Subject Headings

  • Marketing
  • 3506 Marketing
  • 1505 Marketing