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Neuroeconomics and the Firm
Description
The book is made up of fi ve interconnected sections that revolve around the examination of what is inside the ‘black box’ of the human brain and how it works as an economic decision- making and processing center. The ‘black box’ concept is used in many fi elds and is typically associated with a mysterious object or process. In this volume we evaluate the fi rm by considering the human decision- making process in the brain as the ‘black box’ and the connection of what is in the ‘black box’ to the success of the fi rm. Chapters of this volume examine the external forces that act upon this ‘black box’ and how forces inside this mysterious processing machine respond to external stimuli.
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