Táto edícia sa zaoberá priekopníckym výskumom na pomedzí neurovied, psychológie a behaviorálnej ekonómie. Skúma biologické základy ľudského rozhodovania, vrátane kognitívnych, emocionálnych a motivačných aspektov. Séria pokrýva širokú škálu vedeckých prác, od matematického modelovania po nové výskumné disciplíny a pokročilé technológie, ako je zobrazovanie mozgu a genetika. Cieľom je prepojiť poznatky z mozgu s chovaním a prehĺbiť naše porozumenie tomu, prečo sa ľudia rozhodujú tak, ako sa rozhodujú.
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.