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Grundzge der Neurokonomie
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Dieses essential fhrt in eine spezielle Form der Entscheidungswissenschaft die Neurokonomie ein, die Psychologie, Neurowissenschaften und konomie verbindet, um neue Erkenntnisse ber das menschliche Handeln und Verhalten zu gewinnen. Mit diesem Gerst analysiert man das Konsumentenverhalten, die Finanzentscheidungen von Investoren (Neurofinanzen) und die moderne Marketingstrategie von Unternehmen (Neuromarketing). Der Autor stellt dar, wie die Funktionsweise und Grundbedrfnisse unseres Gehirns uns steuern. Mit zahlreichen Beispielen und Studien wird das neurokonomische Modell anschaulich und lebendig erklrt.
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