Un workshop intitulé "Neuroeconomics: studying decision-making in an economic context" est organisé jeudi 13 et vendredi 14 juin 2019, à la Maison interuniversitaire des sciences de l’Homme-Alsace (Misha).
Why raising the price of a bottle of wine makes it taste better? This is typically the kind of question that would interest both wine retailers and researchers in taste perception. Now, the team of Antonio Rangel in Bethesda discovered that, if the judgement of wine drinkers on their tasting experience is altered by the knowledge they have of the product, it is not because they are inferring the quality of the wine based on its price but rather that they are actually experiencing a more flavourful wine (Rangel et al., 2008). The group observed that, during the experience, the activity of the medial orbitofrontal cortex of wine tasters (an area thought to encode for experienced pleasantness) was increased when drinkers had the information of a more expensive wine. This study not only showed that the marketing actions can modulate neural correlates, but also demonstrates that the human consuming behaviour is not necessarily rational. In this sense, the result confirms observations made by Daniel Kahneman, a psychologist, and Richard Thaler, an economist, who were both awarded the Nobel Prize in Economics in 2002 and 2017 respectively for showing that humans are predictably irrational in ways that defy the Homo oeconomicus theory.