Esta serie profundiza en investigaciones innovadoras en la intersección de la neurociencia, la psicología y la economía conductual. Explora los fundamentos biológicos de la toma de decisiones humanas, abarcando factores cognitivos, emocionales y motivacionales. La colección cubre un amplio espectro de trabajos científicos, desde el modelado matemático hasta campos de investigación emergentes y tecnologías avanzadas como la neuroimagen y la genética. Su objetivo es tender un puente entre el cerebro y el comportamiento, profundizando nuestra comprensión de por qué los humanos toman las decisiones que toman.
This authored volume presents the fundamentals of NeuroIS, which is an emerging subfield within the Information Systems discipline that makes use of neuroscience and neurophysiological tools and knowledge to better understand the development, use, and impact of information and communication technologies.
This book represents one of the cornerstones of the series Studies in Neuroscience, Psychology and Behavioral Economics . It is divided into eight sections, starting with an introduction to neuroeconomics followed by an overview of frequently applied experimental paradigms (games) in neuroeconomics research. Furthermore, it addresses the molecular basis of human decision making, environmental/situational factors and social contexts influencing human decision making, as well as translational and developmental/clinical approaches to neuroeconomics. In closing, a paper on neuro-marketing demonstrates how knowledge from neuroeconomics research can be applied in “real life.” Culminating in an extensive methods section, in which eight different neuroscience techniques are introduced, the book offers an essential resource for researchers and practitioners, and may also be beneficial for graduate students.