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Comprender la sobreoferta: usar el circuito neuronal de la recompensa para diseñar subastas económicas
Mauricio R Delgado1, Andrew Schotter, Erkut Y Ozbay
1Department of Psychology, Rutgers University, Newark, NJ 07102, USA.
Science (New York, N.Y.)
|September 27, 2008
Resumen
La gente hace una oferta excesiva en las subastas debido a la competencia social y la contemplación de la pérdida. Este estudio neuroeconómico revela cómo la aversión a la pérdida en las subastas impulsa ofertas más altas, impactando el comportamiento económico.
Área de la Ciencia:
- La neuroeconomía es la neuroeconomía.
- La economía del comportamiento es la economía del comportamiento.
- Psicología social Psicología social.
Sus antecedentes:
- Las teorías económicas proponen que la sobreoferta en las subastas proviene de la "alegría de ganar" o de la aversión al riesgo.
- Los mecanismos neuronales subyacentes a la subasta de sobreoferta, particularmente en contextos sociales, siguen siendo incompletamente entendidos.
Objetivo del estudio:
- Para investigar la base neuronal de la subasta sobreoferta.
- Explorar el papel de la contemplación de pérdidas en la competencia social durante las subastas.
- Para integrar la neuroimagen y los datos de comportamiento para explicar los fenómenos de sobreventa.
Principales métodos:
- Imágenes de resonancia magnética funcional (fMRI) para medir la actividad cerebral (respuesta BOLD) durante las subastas.
- Correlación de las respuestas neuronales en el estriado con el comportamiento de puja.
- Diseño de experimentos conductuales para probar el efecto del marco de pérdida en la sobreoferta.
Principales resultados:
- La competencia social en las subastas aumentó la respuesta dependiente del nivel de oxígeno en la sangre (BOLD) a la pérdida en el cuerpo estriado.
- Una mayor sobreoferta se correlacionó con la magnitud de esta respuesta neuronal relacionada con la pérdida.
- Enmarcar las subastas para enfatizar la pérdida aumentó significativamente el comportamiento de sobreoferta.
Conclusiones:
- La contemplación de la pérdida dentro de un contexto social es un mediador clave de la sobreoferta en la subasta.
- Los hallazgos neuroeconómicos desafían las explicaciones puramente de "alegría de ganar" o de aversión al riesgo.
- Comprender la aversión a la pérdida en entornos sociales es crucial para explicar las decisiones económicas en las subastas.
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