Neuroeconomics

Neuroeconomics

Decision making and the brain
2009, Pages 207, 209-213
Neuroeconomics

Chapter 14 - Neuroscience and the Emergence of Neuroeconomics

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A number of neuroscience developments were of special relevance in the emergence of the new field of neuroeconomics. The patients—who had had normal social behavior until the onset of their brain dysfunction, and who certainly had not had any comparable difficulties in making sound decisions until lesion onset—were now deciding poorly and generally doing so against their best interests and the interests of those closest to them.

This was happening in spite of their intellectual instruments being essentially preserved. The patients had no detectable impairments of logical reasoning, no defects of learning and recall of the kind of knowledge required to make sound decisions, and no defects of language or perception. Yet their decisions were flawed. Upon having the flaw pointed out to them, they did recognize that they could have done better. Once placed in similar future situations, however, they were likely to make comparably defective decisions. Social neuroscience and neuroeconomics were by then ready to exploit functional neuroimaging to its full advantage—a trend that has continued unabated.

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