Scientific Research Publications

Trust and Branding

Crosby, L. A. & Zak, P.J. 2015. The Neuroscience of Brand Trust. Marketing Management. May: 22-23. [view PDF here]

Zak, P. J. 2008. The neurobiology of trust. Scientific American, June: 88-95. [view PDF here]

Merolla, J.L, Burnett, G., Pyle, K., Ahmadi, S., Zak, P. 2013. Oxytocin and the biological basis for interpersonal and political trust. Political Behavior, 34(4) [view PDF here]

Neurobiology of Story

Barraza, J.A., Alexander, V., Beavin, L.E. Terris, E.T., Zak, P.J. 2015. The heart of the story: Peripheral physiology during narrative exposure predicts charitable giving.  Biological Psychology, 105: 138-143. [view PDF here]

Lin, P-Y., Grewal, N.S., Morin, C., Johnson, W.D., Zak, P.J. 2013. Oxytocin increases the influence of public service advertisements. PLoS ONE, 8(2). [view full article here]

Consumer Experiences

Alexander, V., Tripp, S., Zak, P.J. 2015. Preliminary Evidence for the Neurophysiologic Effects of Online Coupons: Changes in Oxytocin, Stress, and Mood.  Psychology & Marketing, 32(9): 977-986. [view PDF here]

Predicting Behavior

Bracken, B.K., Alexander, V., Zak, P.J., Romero, V., Barraza, J.A. 2014. Physiological synchronization is associated with narrative emotionality and subsequent behavioral response. In D.D. Schmorrow and C.M. Fidopiastis (Eds.), Human Computer Interaction, 3–13. [view PDF here]

Zak, P.J., and Barraza, J.A. 2013. Neurobiology of Collective Action. Frontiers in Neuroscience. 7(211). [view full article here]

Barraza, J.A., McCullough, M.E., Zak, P.J. 2011. Oxytocin infusion increases charitable donations regardless of monetary resources. Hormones and Behavior, 60: 148-151. [view PDF here]

Vercoe, M., Zak, P.J. 2010. Inductive modeling using causal studies in neuroeconomics: brains on drugs. Journal of Economic Methodology, 17(2): 123-137. [view PDF here]

Barraza, J. A. & Zak, P. J. 2009. Empathy toward strangers triggers oxytocin release and subsequent generosity. Annals of the New York Academy of Sciences, 1167: 182-189. [view PDF here]