Affective Mechanisms in Microlending Decisions: Using Internet Data and Neuroimaging to Predict Market-Level Behavior

Alexander Genevsky, Stanford University, USA
Brian Knutson, Stanford University, USA
Research has not established which neuropsychological mechanisms support microlending decisions, nor whether their influence extends to markets involving significant financial incentives. In two studies, using a large internet dataset and neuroimaging methods (fMRI), we demonstrate that neural affective mechanisms predict microloan request success at both the group and market-level.
[ to cite ]:
Alexander Genevsky and Brian Knutson (2015) ,"Affective Mechanisms in Microlending Decisions: Using Internet Data and Neuroimaging to Predict Market-Level Behavior", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 170-175.