Neuroeconomics and model of decision making

• Main Authors: Cheng- Sheng Tai, 戴政盛
• Other Authors: Hueimei. Liang
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/08000368866713391738

碩士 === 國立中山大學 === 國際高階經營管理碩士班 === 94 === Neuroeconomics is an interdisciplinary research program with the goal of building a biological model of decision making in economic environments. Neuroeconomists ask, how does the embodied brain enable the mind (or groups of minds) to make economic decisions? By combining techniques from cognitive neuroscience and experimental economics we can now watch neural activity in real time, observe how this activity depends on the economic environment, and test hypotheses about how the emergent mind makes economic decisions. Neuroeconomics allows us to better understand both the wide range of heterogeneity in human behavior, and the role of institutions as ordered extensions of our minds. The brain is the most amazing complex organ in known universe.The brain is a organ with most amazingly magic infinite potential. Neuroplasticity: Transforming the Mind by Changing the Brain.Neuroplasticity refers to structural and functional changes in the brain that are brought about by training and experience. The brain is the organ that is designed to change in response to experience.The decision theories can be categorized into three paradigms:the normative,descriptive and prescriptive theories.The decision processing have four steps:accumulation of sensory evidence,integration of sensory signals with reward expectation and prior knowledge,comparision of current reward expectation with that in prior experience,and the selection of behavioral response.