The notion of privacy calculus has been used to explain the risk-benefit analysis information technology users perform when asked to provide personal information. This study extends the privacy calculus model by proposing a theoretical framework in which technology characteristics (radicalness and complexity) have moderating effects on the benefit-value and risk-value relationships. The framewo...

Koenigs, Young and colleagues [1] recently tested patients with emotion-related damage in the ventromedial prefrontal cortex (VMPFC) usingmoral dilemmas used in previous neuroimaging studies [2,3]. These patients made unusually utilitarian judgments (endorsing harmful actions that promote the greater good). My collaborators and I have proposed a dual-process theory of moral judgment [2,3] that ...

Utilitarian versus deontological inclinations have been studied extensively in the field of moral psychology. However, the field has been lacking a thorough psychometric evaluation of the most commonly used measures. In this paper, we examine the factorial structure of an often used set of 12 moral dilemmas purportedly measuring utilitarian/deontological moral inclinations. We ran three differe...

Manufacturers that adopt mass customization are paying a growing attention to understanding not only how product customization can be delivered efficiently, but also how this strategy can create value for their customers. As reported in literature, the customer-perceived value of a mass-customized product also depends on the uniqueness and self-expressiveness benefits that a customer may experi...

It is well recognized that utilitarian and hedonic factors are both important in explaining customers’ consumption activities. Recent research has advocated the role of relational factors in affecting the adoption processes. However, no study has examined these three factors simultaneously in one study. We integrate the utilitarian and hedonic benefits of online shopping with the relational ben...

The study aimed at investigating the neural mechanism of business moral decision-making. 15 participants were presented with a set of 96 dilemmas in business situation. Participants were required to decide between option 1 (more utilitarian decision for self benefit) and 2 (ethical decision for fairness or institution). ERPs were recorded to a slide displaying the letter 1 and 2 when subjects w...

In most applied cost–benefit analyses, individual willingness to pay (WTP) is aggregated without using explicit welfare weights. This can be justified by postulating a utilitarian social welfare function along with the assumption of equal marginal utility of income for all individuals. However, since marginal utility is a cardinal concept, there is no generally accepted way to verify the plausi...

Decision often implies a utilitarian choice based on personal gain, even at the expense of damaging others. Despite the social implications of utilitarian behavior, its neurophysiological bases remain largely unknown. To assess how the human brain controls utilitarian behavior, we delivered transcranial direct current stimulation (tDCS) over the ventral prefrontal cortex (VPC) and over the occi...

The distinction between reality and models or methodological assumptions is necessary for an understanding of the use of data--economic, technical or biological--in decision-making. The traditional modes of analysis used in decisions are discussed historically and analytically. Utilitarian-based concepts such as cost-benefit analysis and cannibalistic concepts such as "acceptable risk" are reje...