Neuroeconomics as a new paradigm for studying human behavior in economic decision-making
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Abstract
Introduction. Although the study of neuroeconomics is not recent, it has taken on great importance in recent years, knowing and understanding what happens in the brain of economic agents when deciding for one good or the other, is of great interest in disciplines such as economics, marketing, to name a few. Neuroeconomics as such originates from the combination of neurosciences and economics, with the aim of obtaining new approaches that facilitate the construction of more accurate models that allow understanding what happens in the brain of economic agents when making decisions and which It is their behavior when faced with certain stimuli. The objective of the research proposes a theoretical approach to the analysis of neuroeconomics as a new paradigm for studying human behavior in economic decision-making. Methodology. The research is non-experimental, cross-sectional in design with a qualitative approach and an exploratory-descriptive scope. The analytical-synthetic method was used to extract from bibliographic and documentary sources those contributions that were most significant for this research. Results. The theoretical elements about Rational Choice Theory, Game Theory, the rebirth of psychology within economics, and neuroeconomics as a new paradigm for studying human behavior are described. Conclusion. Neuroeconomics is a science that is consolidating itself as a new paradigm that, supported by neurosciences, allows us to understand the processes of the brain and mind and their influence on economic decision-making.
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