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Neuroökonomik

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Verbraucherwissenschaften

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Zusammenfassung

Die Neuroökonomik ist eine interdisziplinäre Wissenschaft an der Schnittstelle der Wirtschaftsforschung, Psychologie und Neurowissenschaft. Seit ca. 15 Jahren arbeiten Wissenschaftler dieser verschiedenen Disziplinen daran, menschliches Entscheidungsverhalten mithilfe von Methoden, Theorien und Modellen der beteiligten Wissensbereiche umfangreicher zu verstehen, beschreiben und vorherzusagen. In diesem Kapitel sollen die Grundzüge der Neuroökonomik mit einem Fokus auf die neurowissenschaftliche Verbraucherforschung dargestellt werden. Das Feld hat sich trotz der sehr kurzen Zeit seines Bestehens schon von der Grundlagenwissenschaft bis hin zu sehr anwendungsnaher Forschung entwickelt. So zeigen aktuelle Studien nicht nur, wie sich Kaufentscheidungen im Gehirn darstellen, sondern auch wie sich diese individuell unterscheiden und sogar Vorhersagen über aggregiertes Marktverhalten zulassen.

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Authors and Affiliations

  1. Bonn, Deutschland

    Bernd Weber

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  1. Bernd Weber
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Correspondence to Bernd Weber .

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Editors and Affiliations

  1. Heinrich-Heine-Universität, Düsseldorf, Germany

    Peter Kenning

  2. Otto-Friedrich-Universität, Bamberg, Germany

    Andreas Oehler

  3. Copenhagen Business School, Frederiksberg, Denmark

    Lucia A. Reisch

  4. Springe, Germany

    Christian Grugel

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Weber, B. (2017). Neuroökonomik . In: Kenning, P., Oehler, A., Reisch, L., Grugel, C. (eds) Verbraucherwissenschaften. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-10926-4_18

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  • DOI: https://doi.org/10.1007/978-3-658-10926-4_18

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  • Publisher Name: Springer Gabler, Wiesbaden

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  • Online ISBN: 978-3-658-10926-4

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