Look-Ups as the Windows of the Strategic Soul
Look-Ups as the Windows of the Strategic Soul
Human behavior theories are not unrelated to assumptions about cognition, as cognitive processes are believed to be involved in human decision-making processes. Through neuroeconomics, we find that making use of evidence regarding cognition and its aspects may lead us to come up with better theories of decisions. However, Gul and Pesendorfer assert that the only valid way of assessing economic theory is through observing decisions, because of how economic theory is supposedly associated with explaining decisions. Neural data also involve certain processes that are involuntary and unconscious, which is why Gul and Pesendorfer believe that neuroeconomics veers away from the traditional view of economics. Since studying neuroeconomics and neural data would entail sacrificing significant aspects of the rational-choice analysis, this chapter attempts to find a way to narrow the gap, if not link these views through presenting experiments that concern strategic thinking structure.
Keywords: human behavior, neureconomics, neural data, rational-choice analysis, strategic thinking
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