Neuroeconomics

As neuroeconomics (English Neuroeconomics ) refers to the interdisciplinary combination of neuroscience with economics. Purpose is the study of people as consumers or investors in certain economic decision situations with the help of neuroscientific methods. Other disciplines, such as psychology, provide an explanatory contribution. The neuroeconomics has emerged as a research direction in the late 1990s. The aim is not only to consider their reasons and motives as in the model of Homo economicus evaluate the decisions, but.

Methodology

In Neuroeconomics imaging, electrophysiological and peripheral physiological processes are used. The best known case is the magnetic resonance imaging, in which the oxygen saturation of the blood is measured in narrowly defined areas of the human brain, which allows us to draw conclusions on their activity at high spatial resolution. Electrophysiological methods (eg electroencephalography ) are based on the measurement of electrical neural signals. They are primarily used when the timing of various processes to be investigated. Peripheral Physiological methods eventually measure body activities such as blood pressure and pupil dilation, often supplementing imaging and electrophysiological methods (see also Physio- Economics). Other neuroscientific methods are rejected because of possible health hazard.

Fields of application

Basically, the neuro-economics approach is used wherever it comes to the study of decision-making behavior in economic contexts outside the model of Homo economicus, ie mainly in applied business economics, environmental economics, and behavioral economics. Neuroscience methods should complement each other in business administration the questionnaire as a means of empirical research. The goal is to eliminate the influence of linguistic and literary influences and bound to achieve a better understanding of seemingly suboptimal and illogical decision-making processes. Among the key themes neuro -economic research include decision-making under risk and uncertainty, loss aversion, and social decision making. A popular application field of neuro- economics approach is neuromarketing, an independent, though related discipline. While neuroeconomics pursued purely scientific goals by the basic mechanisms of decision-making are examined, neuromarketing is a discipline applied which uses neuroscientific methods for the purpose of market research. An example is the investigation of the value of status symbols such as sports cars for consumers.