神经经济学——经济学领域的新大陆（The new world of economics in the field of economics）.doc

神经经济学——经济学领域的新大陆（The new world of economics in the field of economics） Abstract: in the study of consumer decision-making, traditional economics usually assumes that people are rational and always seek maximum benefits under constraints. A large number of real economic activities show that people do not make rational decisions when they make decisions. For those behaviors that cannot be explained by traditional economic models, through the use of modern neural medical devices, researchers can reach the subconscious of decision making at the nerve level and reconstruct the explanatory framework of economics to economic behavior. Keywords: neural economics; traditional economics; decision making; subconsciousness; economic behavior; neural level CLC number: F016, document identification code: A, article number: 1003-3890 (2010) 09-0078-04 Rationalism has always been the traditional economist positions, but because of the traditional economic theory for some theoretical hypotheses in the reasoning process are difficult to measure, economic decision-making behavior and in the realistic economic life is violated, thus being questioned. Especially the United States Baylor Medical Institute scientists have confirmed Pepsi taste Coca-Cola high market share is not from Coca-Cola taste preferences, but by its brand influence, which showed lower cognitive function and taste related senior cognitive function was replaced by [1], so as to further illustrate the application of traditional, rational economic man the hypothesis is flawed, the new world economics is still unknown to people to explore. Neural science and technology with brain imaging as the representative of the rapid development and neuropsychological research means increasingly mature, this new continent in the economic field soon became hot and business circles attention, gradually reveal its mysterious veil. Exploring the neural economics, economic decision-making mechanism of mining the brain, one can induce eco