Zusammenfassung
Die Neuroökonomik ist eine interdisziplinäre Wissenschaft an der Schnittstelle der Wirtschaftsforschung, Psychologie und Neurowissenschaft. Seit ca. 15 Jahren arbeiten Wissenschaftler dieser verschiedenen Disziplinen daran, menschliches Entscheidungsverhalten mithilfe von Methoden, Theorien und Modellen der beteiligten Wissensbereiche umfangreicher zu verstehen, beschreiben und vorherzusagen. In diesem Kapitel sollen die Grundzüge der Neuroökonomik mit einem Fokus auf die neurowissenschaftliche Verbraucherforschung dargestellt werden. Das Feld hat sich trotz der sehr kurzen Zeit seines Bestehens schon von der Grundlagenwissenschaft bis hin zu sehr anwendungsnaher Forschung entwickelt. So zeigen aktuelle Studien nicht nur, wie sich Kaufentscheidungen im Gehirn darstellen, sondern auch wie sich diese individuell unterscheiden und sogar Vorhersagen über aggregiertes Marktverhalten zulassen.
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Weber, B. (2017). Neuroökonomik . In: Kenning, P., Oehler, A., Reisch, L., Grugel, C. (eds) Verbraucherwissenschaften. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-10926-4_18
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