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Bruce P. Dor茅,听Assistant Professor of Marketing听awarded听2021 NSERC Discovery Grant

鈥淐omponents of human decisions to share information鈥�

What is the cognitive architecture that supports human decisions to influence others, and how can we design information environments to effectively shape these decisions? Under this research program, Prof. Dor茅 will develop frameworks for: i) identifying brain patterns that are highly predictive of decisions to inform and persuade peers, ii) situating these patterns within causal models to advance theory, and iii) asking whether brain signals are uniquely able to capture signatures of peer influence, or if these outcomes can also be predicted with models of objective content features and subjective evaluations. To do so, Prof. Dor茅 uses controlled experiments, models of unstructured text data, and multivariate analysis of neuroimaging data. Overall, he aims to develop a more complete theory of peer influence that effectively links basic neurobiological processes to large-scale behavioural changes in populations, with relevance for policymakers and business leaders interested in knowing what causes ideas and behaviours to spread through social networks.

We acknowledge the support of the Natural Sciences and Engineering Research Council of Canada (NSERC).

Nous remercions le Conseil de recherches en sciences naturelles et en g茅nie du Canada (CRSNG) de son soutien.

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