ABSTRACT
Among human hormones, dopamine is the one most related to our economic behavior. Since dopamine is related to happiness and induces a kind of exhilaration, it rewards our cognitive self by reinforcing certain behaviors. Neuroscientists have coined a term for this: 'dopamine addiction. Risk-taking behavior is related with the secretion of dopamine and, thus, is an interesting topic for neuroeconomists. It seems that dopamine levels and risk-taking behaviors are positively correlated. The priming effect is a major instrument for neuromarketing experts. They study primers to find ways to sell more products, like using beautiful models at auto shows. Our respective levels of dopamine can easily change our perceptions of risk. When they do, we do not care so much about rational decisions. Emotions help us simplify problems and the related cognitive process. The shipping business is a product of human activity: our emotions play a significant role in what happens in the market.
