Neuroeconomics combines theories and techniques from Neuroscience and Economics to study the decision-making process in economic, moral and political environments. However, other terms describe more specific areas such as Neuromarketing, the study of consumer satisfaction, or Neuroethics, the study of the ethical aspects of decision-making.

In 2002, we began using our Cognitive Brain Mapping (CBM) technique to study the decision-making process, investigating moral judgment through dilemmas, the results of which indicated that brain areas known to be important in both cognitive and emotional processing were involved in their resolution. In 2005, we studied the voting decision in the Referendum on the prohibition of the sale of firearms, the choice of which was a moral judgment about the rights of individual defense and the promotion of social well-being.

Based on the experimental data obtained in these studies, we began developing a Theoretical Model of Decision Making that involves both Cognition and Emotion as complementary tools in both Decision Making for the Implementation of an Action that Satisfies an Individual's Need and in the Evaluation of the Results of this Action. This model is discussed in chapters 4, 5 and 6 and has proven effective for modeling Decision Making in the Capital Market (chapters 7, 8 and 9).

The purpose of this book is to discuss, in accessible yet precise language, the Neural Processes of Decision Making and how this knowledge can be applied in practical situations in Economic, Moral and Political environments.