Scamming Depression Era Elders: Neuroanatomical Basis For Poor Decision Making Among Older Adults

Brian K. Koestner, University of Iowa, USA
William Hedgcock, University of Iowa, USA
Kameko Halfmann, University of Iowa, USA
Natalie L. Denburg, University of Iowa, USA
Elder fraud is a growing problem. To study the neurobiology behind consumer vulnerability, we examined brain activation patterns of 32 healthy older adults viewing deceptive and non-deceptive advertisements. Results indicated that decreased activation in a region of the prefrontal cortex critical for complex decision making was associated with greater vulnerability.
[ to cite ]:
Brian K. Koestner, William Hedgcock, Kameko Halfmann, and Natalie L. Denburg (2013) ,"Scamming Depression Era Elders: Neuroanatomical Basis For Poor Decision Making Among Older Adults", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.