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At present, economic and business research is increasingly applying insights and methods from neuroscience in order to describe and explain certain conditions and processes within the “black box” human brain prior to, during, and after economic decision making in greater detail. This article aims at clarifying the fundamentals of the emerging field of neuroeconomics, at characterizing the applied methods, at describing neuroeconomic progress in business research, and at discussing the present state of the field. In doing so, the objective is to make neuroeconomics accessible to a greater number of business researchers. 相似文献