ARMANDO FREITAS DA ROCHA / CARLOS THOMAZ / CARLOS THOMAZ ARMANDO FREITAS DA ROCHA / FABIO THEOTO ROCHA
This book was developed to help students and researchers in the fields of economics, finance, law and other social science areas to understand and apply neuroscience. With the use of neuroscience technologies, it is now possible to understand how people make decisions in practice, using friendly and ecological experimental setups. The first half of the book studies the decision-making process and explains how the brain is organized. It presents the brain as a distributed processing system, shows how to record brain activities, and how to combine neurosciences and statistical tools to design experiments. In the last chapters, experiments on stock market decision, dilemma judgment, vote decision and understanding of media propaganda are described and discussed.
