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Behavioral Neuroscience in Business

How an understanding of behavioral neuroscience can be used in the mobile tech industry. By Jd Tueller

Jd Tueller

on 13 March 2014

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Transcript of Behavioral Neuroscience in Business

Businesses that effectively apply behavioral neuroscience in technology help people to lead better, healthier lives.
Behavioral Neuroscience in Mobile-Based Business.
Hyperbolic Time Discounting
• Healthcare
OnStar / MyKey
call a parent
Loss Aversion Bias
heightened emotions can dull loss aversion bias
rewards "now" seem bigger than rewards "later"
Instrumental Conditioning (New Habit)
Paul H. Rubin and C. Monica Capra. The evolutionary psychology of economics. In Roberts, S. C. (2011). Applied Evolutionary Psychology. Oxford University Press. doi:10.1093/acprof:oso/9780199586073.001.0001. ISBN 9780199586073.
Christopoulos GI; Tobler PN; Bossaerts P; Dolan RJ; Schultz W (2009). "Neural Correlates of Value, Risk, and Risk Aversion Contributing to Decision Making under Risk.". J Neurosci 26 (24): 6469–6472. doi:10.1523/JNEUROSCI.0804-06.2006. PMID 16775134
Chronic diseases are frequently referred to as “lifestyle” diseases, for good reason. They are often directly driven by specific behaviors — unhealthy diet, sedentary lifestyles, weight gain, smoking and failing to adhere to treatment regimens. Monitoring and changing such behaviors could yield tremendous advances in health outcomes while also helping to contain costs.
E&Y, Progressions In Healthcare, p 14
Make $$$
Help People
Change The World
• Consumer Products
• Education
• Gambling
• Charitable Giving
• Gaming
trigger soundtrack
•sexual arousal
hyperbolic time discounting
tangible rewards for intangible sacrifices
Helps strengthen neural connections and form habits.
social positive reinforcement (dopamine)
strengthening weak neural connections
(Carlson, p458)
basal ganglia
reinforcing stimulus
rat sees lever
rat presses lever
dopamine release
Fear of losing is greater than thrill of winning.
right inferior frontal gyrus
loss aversion bias
hyperbolic time discounting
instrumental conditioning
prevents emotional dulling of loss aversion
Other Ideas?
Kirby, K. N. (1997). "Bidding on the future: Evidence against normative discounting of delayed rewards". Journal of Experimental Psychology: General 126 (1): 54–70. doi:10.1037/0096-3445.126.1.54.
1 yr
yr 2
yr 3
yr 4
yr 5
yr 6
Ariely, Dan, Predictably Irrational, HarperCollins, 2008. Ch 6
Evolutionary Psychology: Men tend to be less risk-adverse than women.
by Jd Tueller
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