Neurocapitalism and the new neuros: using neuroeconomics, behavioural economics and picoeconomics for public policy

Neuroeconomics, behavioural economics and picoeconomics have recently come to widespread popular attention, informing both public policy and commercial applications in UK and USA in particular. From neuroeducation and neuromarketing to so-called ‘nudge’-inspired public policies, the resurgence of broadly behavioural accounts of economic theory has far-reaching consequences for how we both understand and intervene in human rationality. While economic geographers have long been engaged with behavioural concerns, the economic foundations of more recent ‘behaviour change’ initiatives remain to be fully interrogated. This article provides a critical review of these developments in economics and outlines concerns posed for a geographical analysis of new economic knowledges, methods and subjects.