Decision-making is often strongly influenced by social factors, and research in the nascent field of neuroeconomics (which crosses the disciplines of psychology, marketing, economics and neuroscience) is helping to explain why. ‘In-group conformity’ is mediated by signals in the brain associated with emotion and reward and can be stimulated by the so-called ‘love hormone’, oxytocin. Neurobiological insights like these raise important questions for strategy design — in both the private and public sectors.
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