New Directions in Understanding the Decision-making Process: Neuroeconomics and Neuromarketing.

Neuroeconomics and neuromarketing are new emerging interdisciplinary fields at the interface between neuroscience, psychology, economics and marketing. Relatively contiguous, they are studying how we make decisions, one in an immersive context, the economic one and the other, customizing, is focusing on how consumers make the decision to buy. Within this article were approached two new lines in understanding the decision making process, namely neuroeconomics and neuromarketing. Both disciplines highlight the link between the decision-making process and the brain regions involved in its development. Using neuroscience specific methods, these two disciplines offer a new vision of the decision-making process.