Deze serie duikt in baanbrekend onderzoek op het snijvlak van neurowetenschappen, psychologie en gedragseconomie. Het onderzoekt de biologische fundamenten van menselijke besluitvorming, inclusief cognitieve, emotionele en motivationele factoren. De collectie bestrijkt een breed spectrum aan wetenschappelijk werk, van wiskundige modellering tot opkomende onderzoeksgebieden en geavanceerde technologieën zoals hersenscans en genetica. Het doel is de kloof tussen brein en gedrag te overbruggen, en ons begrip te verdiepen van waarom mensen de keuzes maken die ze maken.
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.