Brain & Economics

Understanding decision making

More Information:

The neuroeconomic model of decision making



Neuroeconomics combines theory and methods from economy and neurosciences to study human decision making. RANI - Research on Natural and Artificial Intelligence uses these tools do develop research and applications on Neuropolitics; Neuromarketing and Neurofinances. These studies are showing c that human beings are not rational in their decisions as classic economy proposes but use emotions to evaluate the benefits and risk of their decisions.

N. York trade simulation
Bovespa Trading

Brain Mapping

RANI developed a new Brain Mapping technology tha allows to investigate the brain functioning during decision making. The electroencephalogram (EEG) is recorded while individuals are making decisons about trading, voting, choosing products, etc. The EEG epochs associated with key events for such decisions are analyzed to generate the mappings of the brain activity underlying the decision-making process.

How we decide

Neurosciences are disclosing fundamental facts about how humans make their decisions. First of all data collected for decision-making are filtered by psychological functions to assess the individual perception of data significance. For example, prices are filtered to create perceptions about their adequateness to personal budget and/or to comparisons about alternative goods or services. Whenever prices cannot be known for sure, they are ancored on previous experiences, as the stock prices at the actual trading are anchored on the previous tradings.

See also:


RANI is a company that develops research on natural and artificial intelligence to develop new technologies to makes brains more productive.



ENSCER is a project that uses knowledge about how brain learns to develop educational technology and products
:: Brain and Economics :: 2010 ::