Neuroeconomics and Media Economics

Abstract

This chapter investigates the development of neuroeconomics as a relative new sub-discipline in the fields of economics and behavioral science. After comparing paradigms of both classical and behavioral economics, the problem of the “conscious and rational consumer” is addressed in relation to more passive views of consumerism in neuroeconomics. Highlighting the most recent trends in neuroeconomics, the chapter also addresses the historical development of the discipline of neuroeconomics as an independent field of research within the fields of media and economics. The problem of new marketing strategies as well as the evolvement of neuroeconomics as an independent discipline in the age of digitalization is presented while considering the changing nature of the media industry.