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What We Learn About Global Systemic Risk With Neurosciences, Armando F. Rocha
What We Learn About Global Systemic Risk With Neurosciences, Armando F. Rocha
Armando F Rocha
Financial market crises are frequent events that trigger large financial losses and represent important global systemic risk (GSR). GSR forecasting is, therefore, a necessity to avoid the collapse of the global financial market. Understanding GSR dynamics is imperative if GSR is to be forecasted and controlled. Traditional finance theories have developed many tools for risk management that proved to be unreliable in the case of the 2008 Crisis. Recent results on financial decision-making provided by Neurosciences have being used to model the stock market dynamics. This approach is used, here, to model stock price evolution in 20 bourses during the …
A Neuromarketing Study Of Consumer Satisfaction, Armando F. Rocha, Fábio T. Rocha, Lucia H. Arruda
A Neuromarketing Study Of Consumer Satisfaction, Armando F. Rocha, Fábio T. Rocha, Lucia H. Arruda
Armando F Rocha
The interest of marketing science in using neuroscience techniques to understand the consumer’s thought processes, dates back to the 1970s, when EEG data were recorded while subjects were watching TV commercials. Recently, fMRI was used to study the neural correlates of culturally based brands and neural predictors of purchases. These studies have discovered important properties of the neural circuits that are associated with consumer decision-making process and satisfaction. Here, EEG brain mapping was used to study the dynamics of the brain activity associated with these processes. The present study validated the EEG technology as an adequate neuromarketing tool and shows …