Neuroeconomics is an interdisciplinary field of research that combines the concepts and methods of neuroscience and economics to study human behaviour in the context of economic decision-making. The aim is to understand how the human brain makes decisions, how these decisions affect the economy and how the economy in turn influences human behaviour.

Neuroeconomics is particularly concerned with the study of decision-making processes in the brain and the neuronal mechanisms that contribute to people making decisions and forming their preferences and values. Neuroscientific methods such as functional magnetic resonance imaging (fMRI), electroencephalography (EEG) and other imaging techniques are used to record the neuronal processes in the brain.

The results of neuroeconomics can help to better understand consumer decision-making and behaviour and thus develop more targeted and effective marketing strategies. For example, by using neuroscientific methods such as fMRI, companies can measure the neuronal reactions of customers to various marketing stimuli such as advertisements or product packaging and thus optimise their advertising campaigns and product placements.