Affiliation:
1. Christ University, India
Abstract
This chapter delves into the profound neuroeconomic principles that lay the foundation of health behaviors, offering a deep understanding of the brain mechanisms that profoundly influence decision-making in health-related situations. This study harmoniously blends neuroscience and behavioral economics principles to unravel how the brain meticulously evaluates potential advantages and disadvantages of health-related choices. This chapter employs cutting-edge neuroimaging research and behavioral assessments to illuminate the impact of brain networks on the intricate interplay between cognitive processes, emotional responses, and health-related decision-making. The key focus areas encompass reward processing, risk perception, and the influence of social variables on health behavior. This chapter provides invaluable insights into the construction of impactful treatments that foster healthier lifestyles and reduce health disparities by uncovering the neural mechanisms that underpin health-related decision-making.