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Working of the brain and rationality in economic behavior

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1 Author(s)
K. Nishimura ; Inst. of Econ. Res., Kyoto Univ., Japan

In business activities, we form strategies in consideration of how our business counterparts will react to our strategies. In order to avoid misjudgment we must learn their preferences, constraints and patterns of thought in advance. What are the similarities and differences in ways of thought and perceptions between individuals? In this light we performed a few comparison tests on the working of the brain, using a whole-head type SQUID, and deduced from our findings certain patterns, traits and tendencies, as well as individual characteristics. The similarities in brain activities through the three subjects resulted in the emotional test recalling a happy and sad memory, while individual characteristics were seen among another three subjects with image based-thinking test, verbal-thinking test, and non-thinking test.

Published in:

Neural Networks, 2003. Proceedings of the International Joint Conference on  (Volume:4 )

Date of Conference:

20-24 July 2003