NEUROPSYCHOLOGICAL APPROACH TO DEVELOPMENT OF MANAGEMENT AND MARKETING OF BUSINESS COMMUNICATIONS
Abstract
It is considered that economic theories, as well as psychological, mainly investigate the laws of decision-making. The economic approach to defining the term "benefits" is fundamentally different from the psychological approach, in turn neuron-bio psychology observes the phenomena that are relevant to the choice and which traditional economic models do not capture. Neuro-bio-psychologists use research methods that allow you to manage mental processes (for example, pharmacological interventions). It is concluded that neuroeconomic research of the decision-making process should not be limited to the provision of a mechanistic record of the decision-making process of people. His role should extend to providing some of the fundamentals of the theoretical principles of communication management and marketing models.
Keywords: neuroeconomics, neuropsychology, decision making, business communication.
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