Introduction: Toward a Biological Science of Making Choices
This introductory chapter begins with a brief description of the origins of the field of neuroeconomics. The chapter proposes that the basic motivations for this new theory may have developed on a fertile plain between the Tigris and Euphrates rivers thousands of years ago, when the Babylonians who lived on this plain had few general theories and instead used empirical observations to solve most problems. The first, second, and third generations of neuroeconomics are then discussed.
Keywords: Babylonians, empiricism, neuroeconomic studies, decision making
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