Neuroeconomics
As a neuro-economics (Engl. Neuro Economics ) refers to the interdisciplinary linkage of neuroscience with the economics . Neuroeconomics is the description and explanation of human behavior in economic decision-making situations with the help of neuroscientific methods. Psychology and sociology contribute further explanations . Here are consumer , investor and management decisions more accurately illuminated. It thus represents the transition from the behavioral part of economics, which is predominantly humanities and social sciences, to an increasingly natural science discipline. Due to the interdisciplinary nature, an exact division into the humanities or natural sciences is difficult. The aim is not only to evaluate the decisions, as in the Homo oeconomicus model , but to be able to consider their reasons and motives , while the biological basis of affective processes, such as involvement and emotions , cognitive processes, such as perception or thinking , and also that of judgment and decision-making .
A sub-area of neuroeconomics is consumer neuroscience , decision neuroscience and finance-oriented neuro-economics ( neurofinance ).
history
The economic concept of the rational actor, homo oeconomicus, has come under increasing criticism in recent decades. In this model , strong restrictions and simplifications are made in order to model and explain human behavior and decisions. For example, decisions are reduced to preferences , but they are more context-dependent and more complex. Since the 1990s, scientific findings and methods have been increasingly used to better understand human behavior in economic decisions. This established the research field of neuroeconomics. As part of this, individual research groups have been forming larger associations since 2005. Associated conferences are the NeuroPsychoEconomics Conference , the Conference on Neuroeconomics (CoNecs) and the Annual Society of Neuroeconomics Conference . There are also the two scientific journals NeuroPsychoEconomics (German) and the Journal of Neuroscience, Psychology and Economics (JNPE). The latter has been published by the American Psychological Association (APA) since 2009 .
methodology
Imaging , electrophysiological and peripheral physiological methods are used in neuroeconomics . The best known is magnetic resonance tomography , in which the oxygen saturation of the blood is measured in narrowly defined areas of the human brain, which allows conclusions to be drawn about their activity in high spatial resolution. Electrophysiological methods (e.g. electroencephalography ) are based on the measurement of electrical neural signals. They are mainly used when the timing of various processes is to be examined. Peripheral physiological methods finally measure body activities such as blood pressure and pupil dilation and often complement imaging and electrophysiological methods (see also Physio-Economics ). Other neuroscientific methods are rejected because of possible harm to health.
Fields of application
Basically, the neuroeconomic approach is used wherever research into decision-making behavior in economic contexts outside of the Homo oeconomicus model is involved, i.e. above all in application-oriented business administration , environmental economics and behavioral economics . Neuroscientific methods should complement the questionnaire in business administration as a means of empirical research. The aim is to eliminate the influence of linguistic and scriptural influences and to achieve a better understanding of seemingly suboptimal and illogical decision-making processes. The central topics of neuroeconomic research include decision-making behavior in the event of risk and uncertainty, loss aversion and social decision-making. A popular field of application of the neuroeconomic approach is neuromarketing , a separate, albeit related, discipline. While neuroeconomics pursues purely scientific goals by examining the basic mechanisms of decision-making, neuromarketing is an applied discipline that uses neuroscientific methods for the purpose of market research. One example is studying the value of status symbols such as sports cars to consumers.
literature
- Camerer, Colin F .; Loewenstein, George & Prelec, Drazen (2004): Neuroeconomics: Why Economics needs brains . The Scandinavian Journal of Economics, 106 (3), pp. 555-579. doi : 10.1111 / j.0347-0520.2004.00377.x
- Glimcher, Paul W. (2003): Decisions, Uncertainty, and the Brain: The Science of Neuroeconomics . Cambridge [u. a.]: MIT Press. ISBN 0-262-07244-0 .
- Glimcher, Paul W .; Camerer, Colin F .; Fehr, Ernst & Poldrack, Russell Alan (Eds.) (2009): Neuroeconomics: Decision Making and the Brain . Amsterdam [u. a.]: Elsevier / Academic Press. ISBN 978-0-12-374176-9 .
- Hanno, Beck : Behavioral Economics: An Introduction . Springer Gabler, Wiesbaden 2014. ISBN 978-3-658-03366-8 . Pp. 318-339.
- Kenning, Peter & Plassmann, Hilke (2006): NeuroEconomics: An overview from an economic perspective . Brain Research Bulletin, 67 (5), pp. 343-354. doi : 10.1016 / j.brainresbull.2005.07.006
- Lindstädt, Hagen (2007): Problem solving and understanding with economic agents - A comparison of economic and cognitive psychological models of rule-based decision-making . NeuroPsychoEconomics, 2 (1), ISSN 1861-4523 , pp. 30-43.
- Priddat, Birger P. (ed.) (2007): Neuroeconomics. New theories on consumption, marketing and emotional behavior in economics. Marburg: Metropolis. ISBN 978-3-89518-617-2 .
- Reimann, Martin & Weber, Bernd (ed.) (2011): Neuroeconomics: Basics - Methods - Applications . Wiesbaden: Gabler Verlag. ISBN 978-3-8349-0462-1 .
Individual evidence
- ↑ a b c Reimann, Weber; P. 5ff.
- ↑ Birger Priddat, Alihan Kabalak: Why Neuroeconomics? In: Economic Service . tape 88 , 2008, p. 138-144, p. 138 , doi : 10.1007 / s10273-008-0767-9 ( Download, PDF, 51 kB ).
- ↑ a b Oliver Schilke, Martin Reimann: Neuroeconomics: Basic understanding, methods and business fields of application . In: Journal for Business Administration . tape 57 , 2007, p. 247-262, p. 249 , doi : 10.1007 / s11301-007-0026-y .