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Human brain science for the future
Super aging society, increasing disasters, and ‘smart’ society to come; how do these environmental and social changes affect our lives and values? From the perspective of cognition and brain science, we aim to make proposals on the future of human life, technology and society.
201703.13 Consumer Behavior, Hormones, and Neuroscience: Integrated Understanding of Fundamental Motives Why We Buy (Paper accepted) Posted in RESEARCH
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Our new survey article was just accepted in Psychologia (a special issue in consumer neuroscience). Consumer behaviors are shaped by fundamental motives. It has been argued that each fundamental motive may be based on qualitatively different cognitive and neural systems. However, it has not been directly examined. By taking steroid sex hormones as examples, we offered an alternative perspective that at least three fundamental motives (status attainment, mate attraction, and mate retention) may be explained by common cognitive and neural mechanisms. These consumer behaviors may be commonly explained by social motivations/vigilance (amygdala) and reward processing (reward-related brain regions).（Motoki）