title: Neuroeconomics.
abstract: This paper introduces an emerging transdisciplinary field known as neuroeconomics. Neuroeconomics uses neuroscientific measurement techniques to investigate how decisions are made. First, I present a basic overview of neuroanatomy and explain how brain activity is measured. I then survey findings from the neuroeconomics literature on acquiring rewards and avoiding losses, learning, choice under risk and ambiguity, delay of gratification, the role of emotions in decision-making, strategic decisions and social decisions. I conclude by identifying new directions that neuroeconomics is taking, including applications to public policy and law.
authors.affiliation: Center for Neuroeconomics Studies, Claremont Graduate University, 150 East Tenth Street, Claremont, CA 91711, USA. paul.zak@cgu.edu
authors.forename: Paul J
authors.initials: PJ
authors.lastname: Zak
mesh_terms: D000818:Animals; D001519:Behavior / Q000502:physiology*; D001921:Brain / Q000033:anatomy & histology / Q000502:physiology; D003071:Cognition / Q000502:physiology; D003657:Decision Making / Q000502:physiology*; D004467:Economics; D006801:Humans; D007858:Learning / Q000502:physiology