Neuroscience is a discipline examining the impacts of the nervous system on behaviour and learning. Neuroscience, which can be traditionally regarded as a field of biology, has gained an interdisciplinary identity today, which can work in conjunction with medicine, biology, chemistry, mathematics, engineering, physics, psychology, marketing and many other similar fields of science. Fields of study in neuroscience include central and peripheral nervous system, brain, neuron, electrical potentials, synaptic links, neurotransmitters, neural networks, nervous system development, emotional systems, motor control, learning, memory, language, cognition, etc. Both in Turkey and across the world, it is considered one of the most exciting fields of science as it can offer clear solutions to subjects and phenomena that are a concern for various areas.
The increase in the use of neuroscientific methods has led to the emergence of the “neuro-culture” concept, referring to the integration of neurological science with other fields of science, art, or social sciences. Neuro-philosophy (or neuro-theology) can be an example to this phenomenon. Tallis used the “neuromania” term to describe the effort to explain the entire human phenomenon with brain activities and to automatically include brain screening in almost all fields of study.
In fact, it started to be used in even economics subjects. In economy and business management disciplines, brain screening practice is a specialty. Indeed, economists are the first social scientists to discover the potential of brain screening with the development of neuro-economy. In this context, neuro-economy is regarded as a new field of science, examining the human behaviour in making economic decisions by combining various sciences such as economics, biology, psychology, behavioural economics, and evolutionary economics, and revealing how and under which conditions these behaviours emerge. A short while after the publication of first neuro-economic articles, marketing academics discovered the potential of neuroscientific methods as a new research approach besides classical qualitative and quantitative method range.
Author: Dr. (Can) Fatih Ölçekciler