Professor Doré awarded 2021 NSERC Discovery Grant

Bruce P. Doré, Assistant Professor of Marketing awarded 2021 NSERC Discovery Grant

“Components of human decisions to share information”

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. Doré 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. Doré 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 génie du Canada (CRSNG) de son soutien.