From the second half of the 19th century, the ,,Homo Economicus model“, which was established by John Stuart Mill, retained its role in economic theory until today. The concept of ,,calculating man“ has been subject of various interpretations over time, while the main contribution to the further development of this model was provided by theorists of the classical and neoclassical economic though. The roots of this term come from the theory of rational choice, which indicates that people choose the most optimal solution, with the intention of maximizing their own interest. In accordance with this thesis, it was concluded that people react rationally to stimuli, which are placed in their immediate environment. With that attitude, the influence of the emotional state, intuitive reaction and insufficient information of people decision-making process was neglected. Criticism of the theory of perfect rationality was provided by representatives of behavioral economic though, who developed the theory of „bounded rationality“. Through the development of ICT technologies, medical devices have been innovated, which are used to measure the impulses of brain activity and the state of the human organism. With the aim of analyzing the causes of irrational-decision making by respondents', we apply various neuroscientific techniques. This research paper defines methodes such as: photon emission tomography, steady state topography, facial coding, positron emission tomography, functional magnetic resonance imaging, eye tracking, galvanic skin response, magnetoencephalography, electroencephalography. The methodological part of this research includes descriptive statistics, defining the ,,EEG“ index and qualitative analysis to reveal the limitations of neuroscientific studies. The key contribution of this research involves the definition of neuroscientific tool, for the purposes of analyzing the decisionmaking process and criticizing the theory of perfect rationality.
Djordje Kotarac (Mon,) studied this question.