Titel: Neuroökonomie - Grundlagen und Grenzen
Autor: Michael Pauen
Abstract: According to a widespread view, neuroscientific basic research tells us more about the essence of the mind than psychology and may, in the long run, even replace those higher level approaches. Contrary to this view, it is demonstrated that many features can only be observed and explained on a certain level of complexity. This is particularly obvious in the case of neuromarketing and neuroeconomics. In both cases, neuroscientific methods depend on behavioral paradigms. Still, neuroscientific research in these fields may enhance our understanding of the underlying neural mechanisms. In addition, neuroeconomics provide excellent conditions for the study of human decision making.
Mind and Economy: Methodological Problems of Neuroeconomics
2007 (29) Heft 1
Among the most current 'neuro'-subdisciplines, neuroeconomics is perhaps the one with the most interesting genealogy. It seems to be not only one, but two steps away from classical economics, being itself a specialized form of behavioural economics, a field of research which for some depicts the psychology of actors more than their market behaviour. Neuroeconomics means inspection of the role the brain plays during actors' decisions, the categorizing of risks and rewards, and of social interacti...