Neuroeconomists agree with the traditional view that economic choices boil down to a simple process of utility maximization.

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Neuroeconomists challenge the traditional view and argue that economic choices involve a complex interplay of cognitive, emotional, and social factors. They believe that individuals do not always make choices that lead to the highest level of utility, but rather make decisions that are influenced by situational variables and individual differences.

Neuroeconomists Agree with the Traditional View That Economic Choices Boil