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Neuroeconomics of simple choice (12:33 min. Video/Antonio Rangel)

Neuroeconomics (of simple choice) / Video Antonio Rangel (Video ca. 12:33 min.)

-) what is different about Mother Theresa and Bernard Madoff?
-) what is different about the brain of some people versus the brain of other people?

Neuroeconomics is (also) the combination between social sciences and biological sciences;
Complaints from your wife?/excuse for your wife: part of your brain is the explanation for bad choices...

text from youtube: Antonio Rangel is a professor of neuroscience and economics at Caltech. He received a Ph.D. in economics from Harvard University in 1998, and was an assistant professor of economics at Stanford from 1998 to 2006, as well as a research associate at the National Bureau of Economic Research. The Rangel Neuroeconomics Laboratory studies the computational and neurobiological basis of decision-making and the applications of this knowledge to economics, psychiatry and the development of 'neurotechnologies' designed to improve decision-making.

The primary focus of Antonio's lab is on understanding how the brain computes and compares values to make simple choices. Antonio and his team also investigate how the workings of the decision-making system change in more complex forms of choice, such as decisions involving self-control or altruism. He is a past president of the Society for Neuroeconomics.

At a TEDx event, TEDTalks video and live speakers combine to spark deep discussion and connection in a small group. On January 18, 2013, Caltech hosted TEDxCaltech: The Brain, a forward-looking celebration of humankind's quest to understand the brain, by exploring the past, present and future of neuroscience.

some keywords: weight, good & bad dieters, experiment, attentional drift decision model, Marketing/eye-fixation