Rubinstein on Neuroeconomics

"Lack of knowledge and uncertainty are swept under the rug. Colorful diagrams, which mean nothing to economists, are presented as clear evidence. To me, they look like a marketing gimmick like those used to sell a new product in the supermarket."


"A year ago, I challenged several ardent supporters of Neuroeconomics to show me even one Neuroeconomics paper that is likely to change Economics. I have yet to receive a satisfactory response."


"The grand vision of Neuroeconomics is to use the additional information obtained from brain studies, combined with the choice made by the decision maker, in order to better understand the deliberation process and to use the results to improve economic models. However, it is far from being clear if and how this can be accomplished."


http://arielrubinstein.tau.ac.il/papers/neuro.pdf