Il processo decisionale dall'economia classica al neuromarketing

4 THE DECISON-MAKING FROM THE CLASSICAL ECONOMY TO THE NEUROMARKETING Abstract Introduction Most economists are curious about neuroscience but at the same time they are sceptical that it can really improve economy. Traditionality the economic theory ignores psychology and considers unnecessary to know more about the brain. But we believe that some neuroscientific regularities will help explain anomalies that have been debated for decades. 1° Chapter In the first chapter, I analyse decision-making in economic field, from the neoclassical economic theories to the cognitive economy. For many decades, neoclassical economic theory developed mathematical techniques to make economic predictions without limiting thoughts or feelings. The standard economic theory of constrained maximization utility is naturally interpreted as a balancing of the costs and benefits of different options and represents decisions in a “deliberative equilibrium”. Simon introduced a new way of interpreting decision-making with the “limited rationality theory”. According to him, man is not completely rational when he makes decisions because he is influenced by emotions and feelings. Cognitive and experimental economy applied these theories pratically through “games theory”. For example, in ultimatum bargaining games, players usually offer about half of fixed sum to another player who often refuses small offers. Even if players are self-interested in continuing the game, the theory predicts they shouldn’t offer much and accept any amount of money. Today, Neuroscience helps us to understand why players reject small offers. 2° Chapter In the second chapter, I analyse how findings and methods in neuroscience, particularly brain imaging, is always more important in economics. Study of brain and nervous system allows direct measurement of thoughts and feelings, and these measurements let us change our understanding of the relations between mind and action. Recently, two new fields of studies have arisen: Neuroeconomics and Neuromarketing. Neuroeconomics has emerged as an inter-disciplinary work. Research in the field of Neuroscience and Psychology has begun to investigate the neural bases of decisions,