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1、CHAPTER11Introduction:ABriefHistoryofNeuroeconomicsPaulW.Glimcher,ColinF.Camerer,ErnstFehr,andRussellA.PoldrackOUTLINENeoclassicalEconomics1TwoTrends,OneGoal7CognitiveNeuroscience5Summary11SettingtheStageforNeuroeconomics6References11Overthefirstdecadeofitsexistence,neuroeco-NEOCLASS
2、ICALECONOMICSnomicshasengenderedraucousdebatesoftwokinds.First,scholarswithineachofitsparentdisciplineshavearguedoverwhetherthissyntheticfieldoffersThebirthofeconomicsisoftentracedtoAdambenefitstotheirparticularparentdiscipline.Second,Smith’spublicationofTheWealthofNationsin1776.scho
3、larswithintheemergingfielditselfhavearguedWiththispublicationbegantheclassicalperiodofeco-overwhatformneuroeconomicsshouldtake.Tonomictheory.Smithdescribedanumberofphenom-understandthesedebates,however,areadermustenacriticalforunderstandingchoicebehaviorandunderstandboththeintellectu
4、alsourcesofneuroeco-theaggregationofchoicesintomarketactivity.Thesenomicsandthebackgroundsandmethodsofpractic-were,inessence,psychologicalinsights.Theywereingneuroeconomists.relativelyadhocrulesthatexplainedhowfeaturesofNeuroeconomicshasitsoriginsintwoplaces;intheenvironmentinfluence
5、dthebehaviorofanationeventsfollowingtheneoclassicaleconomicrevolutionofconsumersandproducers.ofthe1930s,andinthebirthofcognitiveneuroscienceWhatfollowedtheclassicalperiodwasanintervalduringthe1990s.Wethereforebeginthisbriefhistoryduringwhicheconomictheorybecameveryheterog-withareview
6、oftheneoclassicalrevolutionandtheenous.Anumberofcompetingschoolswithdifferentbirthofcognitiveneuroscience.approachesdeveloped.ManyeconomistsofthetimeNeuroeconomics:DecisionMakingandtheBrain1©2009,ElsevierInc.21.INTRODUCTION:ABRIEFHISTORYOFNEUROECONOMICS(Edgeworth,Ramsey,Fisher)dreame
7、dabouttoolstoabouttherelativedesirabilityofpairsofobjectsthatinfervaluefromphysicalsignals,througha“hedon-haveneverbeendirectlycomparedbytheconsumer.imeter”forexample,buttheseearlyneuroeconomistsConsiderasituationinwhichaconsumerchoosesandidnothavesuchtools(Colander,2008).appleoveran
8、orangeandthe
