Neuroscienze delle decisioni in economia e finanza. Un viaggio nel cervello di consumatori e investitori

How does our brain decide what to buy and how to invest? Are we aware of our economic decisions? How do our eyes move to process information about products and services, both financial and non-financial? By answering these and other questions, this volume will guide curious minds through the decision-making process in the contexts of economics and finance. Neuroeconomics is a field that integrates theories and methodologies from neuroscience, economics, and psychology, and it is experiencing significant international growth. The first part of the book introduces the "decision-making process" and the various factors that influence it, often in ways beyond our awareness, due to the predominant role of automatic and emotional processes. The second part describes the contribution of neuroscience to classical economic theories and presents findings on the mapping of brain circuits involved in economic and financial choices in contexts of risk, ambiguity, and intertemporal decisions. The final part of the work describes the mechanisms of attention used to process information in documents designed to protect consumers and investors. The book highlights how neurofinance, in addition to offering an innovative contribution to economic theories, provides practical insights for regulatory authorities, financial supervisors, and operators in the banking and financial sectors.