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...

Neuroeconomics and behavioral economics belong to the most dynamic fields in contemporary economics. However, from the viewpoint of economic methodology (Ross, Pesendorfer et al.) there are still substantial reasons why they are totally irrelevant for economic theory. This paper argues that they...

Neuroeconomics rightly has been claimed to be a natural extension of bioeconomics. One of the things bioeconomics investigates is what behavioral dispositions and what behavioral patterns evolutionary processes have produced. Neuroeconomics extends this to the study of evolved mechanisms that...

Neuroeconomics stays in the center of the ongoing naturalistic turn in economics. It portrays the individual as a complex system of decision making mechanisms and modules. This results into a conceptual tension with the standard economic notion of the unity of the actor that is a systemic...

Economics is increasingly adopting the methodological standards and procedures of the natural sciences. The paper analyzes this 'naturalistic turn' from the philosophical perspective on naturalism, and I discuss the implications for the field of finance. The theory of finance is an interesting...

Contrary to claims by Gul and Pesendorfer (2008), I show that standard economics makes use of non-choice evidence in a meaningful way. This is because standard economics solely grounded in the theory of choice is ""incomplete"". That is, it has content that cannot be revealed with any general...