2016 Volume 15 Issue 2 Pages 29-35
This study develop the Tversky and Kahneman (1973) and Slovic et al (1991), (2004) to assesses the usefulness of heuristics, its objectives, and contingent negative variation (CNV) as they relate to consumer's decision-making in the selection of an item. CNV is one of the event-related components of the brain, which is frequently used in the study of attention and learning, among others. In this study, on CNV measurement, an experiment was arranged where a subject was given the task of selecting a card and finding the pattern in return received a reward. To win lot of rewards, it was necessary for the subject to discover the patterns on the cards and then to quickly turn over the card. It was necessary to solve the problem with the use of heuristics as this was repeated numerous times. This is the first study on the consumer decision-making process under risk, CNV measurements that are selected through the use of heuristics in neuroeconomics.
