8min chapter

Masters in Business cover image

Advancing Behavioral Economics with Colin Camerer

Masters in Business

CHAPTER

Understanding Brain Activity and Decision-Making

This chapter explores neuroimaging techniques like EEG and SCR to study human behavior, highlighting the importance of subconscious processes in neuroeconomics. It also discusses the implications of split brain research, focusing on the communication between the left and right hemispheres and its effects on cognition and language.

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