This paper critically reviews the first decade of neuroeconomic research from a methodological perspective. It examines details of specific examples of neuroeconomic hypothesis construction and testing in order to illustrate and substantiate a critical perspective articulated in previous work...

That the rationality of individual people is ‘bounded’ – that is, finite in scope and representational reach, and constrained by the opportunity cost of time – cannot reasonably be controversial as an empirical matter. In this context, the paper addresses the question as to why, if...