Neuroeconomics has emerged as an interdisciplinary field blending neuroscience, economics, and psychology to reveal how our decisions are deeply shaped by emotions, cognitive biases, and shifting contexts, beyond rational calculation.
This book offers a critical and practical exploration of how brain processes interact with current economic and technological dynamics, integrating real-world cases in areas like digital marketing, sensory product valuation, and eSports. It also proposes a synergy with the Austrian School of Economics, emphasizing the role of the individual, subjective knowledge, and uncertainty as central to decision-making, providing tools to understand and anticipate human behavior in a constantly transforming environment.
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