Although it is still controversial, neuromarketing remains the most promising area of marketing. Basically, the goal of neuromarketing is to study how human brain is affected by marketing stimuli. In neuromarketing, brain activity can be monitored and measured using state-of-the-art neuroimaging...

Financial decisions are among the most important life-shaping decisions that people make. We review facts about financial decisions and what cognitive and neural processes influence them. Because of cognitive constraints and a low average level of financial literacy, many household decisions...

Introduction: The functional neuroimaging literature has used many stimuli (e.g., games, pictures, sounds) in fMRI studies to induce activation in brain areas related to psychological processes. To improve the link among psychological processes and their brain mapping, this study integrates the...

Game theory is explicitly a theory of how human minds operate. Game theory, however, fails comprehensively as a predictor of human behavior. The failure of game theory is attributable to its mistaken theory of mind. This theory of mind was derived from notions and models of cognitive...