I distinguish between two styles of research that are both called “neuroeconomics”. <italic>Neurocellular economics</italic> (NE) uses the modelling techniques and mathematics of economics – constrained maximization and equilibrium analysis – to model relatively encapsulated functional parts of brains....

Understanding more about how the brain functions <italic>should</italic> help us understand economic behaviour. But some would have us believe that it has done this already, and that insights from neuroscience have already provided insights in economics that we would not otherwise have. Much of this is just...