MODERN NEUROIMAGING METHODS IN CONTEMPORARY NEUROECONOMICS AND NEUROMANAGEMENT

Anna Rutkowska ()
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Anna Rutkowska: Faculty of Economic Sciences, University of Warmia and Mazury in Olsztyn

OLSZTYN ECONOMIC JOURNAL, 2022, vol. 17, issue 2, 247-263

Abstract: In the modern world, an interdisciplinary approach is required to study the psychological and economic underpinnings of market phenomena as well as the behaviors and attitudes of market actors. Neuroscience plays an increasingly important role in the identification of brain correlates of decision-making processes in research and business. The aim of this study was to present modern neuroimaging methods that are most widely used in economic sciences and management, and to determine their theoretical and practical relevance. The study provides a theoretical background for empirical research that can be conducted independently. Research into consumer behavior should involve an interdisciplinary approach, therefore selected literature on neuroeconomics and neuromarketing was reviewed. The role of neuroimaging was synthetically described, the results of selected research studies were presented, and the implications of functional magnetic resonance imaging (fMRI) and electroencephalography (EEG) for neurofinance, neuromarketing, and neuromanagement were analyzed. The purpose of the literature review was to emphasize the growing significance of a holistic approach to consumer research and to discuss the applicability of fMRI and EEG in economic research. In business, both neuroimaging methods can be applied to optimize products and services to ensure that they meet customer needs and preferences. Neuroimaging techniques have many advantages, but attention should also be paid to ethical considerations in research and commercialization of research results.

Keywords: neuroeconomics; neuromanagement; neuromarketing; functional magnetic reso-nance imaging (fMRI); electroencephalography (EEG) (search for similar items in EconPapers)
JEL-codes: A12 C90 D87 D91 M31 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:ole:journl:v:17:y:2022:i:2:p:247-263

DOI: 10.31648/oej.8767

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