MODERN NEUROIMAGING METHODS IN CONTEMPORARY NEUROECONOMICS AND NEUROMANAGEMENT
MODERN NEUROIMAGING METHODS IN CONTEMPORARY NEUROECONOMICS AND NEUROMANAGEMENT

Summary/Abstract: In the modern world, an interdisciplinary approach is required to study the psychological andeconomic underpinnings of market phenomena as well as the behaviors and attitudes of marketactors. Neuroscience plays an increasingly important role in the identification of brain correlatesof decision-making processes in research and business. The aim of this study was to present modernneuroimaging methods that are most widely used in economic sciences and management, andto determine their theoretical and practical relevance. The study provides a theoretical backgroundfor empirical research that can be conducted independently. Research into consumer behaviorshould involve an interdisciplinary approach, therefore selected literature on neuroeconomicsand neuromarketing was reviewed. The role of neuroimaging was synthetically described, theresults of selected research studies were presented, and the implications of functional magneticresonance imaging (fMRI) and electroencephalography (EEG) for neurofinance, neuromarketing,and neuromanagement were analyzed.The purpose of the literature review was to emphasize the growing significance of a holisticapproach to consumer research and to discuss the applicability of fMRI and EEG in economic research.In business, both neuroimaging methods can be applied to optimize products and services to ensurethat they meet customer needs and preferences. Neuroimaging techniques have many advantages,but attention should also be paid to ethical considerations in research and commercializationof research results.

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