Introduction. Neuroeconomics: the promise and the profit

Neuroeconomics investigates the neural mechanisms underlying decisions about rewarding or punishing outcomes ('economic' decisions). It combines the knowledge about the behavioural phenomena of economic decisions with the mechanistic explanatory power of neuroscience. Thus, it is about the neurobiological foundations of economic decision making. It is hoped that by 'opening the box' we can understand how decisions about gains and losses are directed by the brain of the individual decision maker. Perhaps we can even learn why some decisions are apparently paradoxical or pathological. The knowledge could be used to create situations that avoid suboptimal decisions and harm.