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Review
. 2004 Nov 29;359(1451):1737-48.
doi: 10.1098/rstb.2004.1544.

Neuroeconomics

Paul J Zak  1
Affiliations
Review

Neuroeconomics

Paul J Zak. Philos Trans R Soc Lond B Biol Sci. .

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.

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