This paper serves as a brief introduction into the methods, results and problems of the new interdisciplinary field of neuroecomics (and its relatives).The focus is on the practical benefits that may result from it for the economicprofession. These primarily involve the possibility of setting new promisingresearch directions and providing novel tools raising hopes of enabling directobservation of human preference. The author also discusses methodological and ethical challenges that neuroeconomics is or will soon be facing.
