by Sebastian Laza (Author)
The human being makes decisions in a context of limited rationality, subject to biases and noises that lead him to behave sub optimally, from the point of view of what Neoclassical Economics prescribes. Behavioral Economics has been showing this phenomenon for decades, with the nominees Simon, Kahneman and Thaler as main banners.However, in recent years, the disruptive confluence of Cognitive Neuroscience, Psychology and Economics, has built a hybrid field called Neuroeconomics, which with methods different from the traditional is building, at accelerated pace, a unified theory on human decision making.Throughout this work, we illustrate the main advances of this novel field called Neuroeconomics, as well as the enormous epistemological possibilities of this new approach, giving rise to the debate on possible changes in the dominant research program.