A field that is closely related to behavioral economics and aiding its development is Neuroeconomics. Neuroeconomicsuses the insights and methodologies of neuroscience, the study of the brain, in order to deepen our understanding of economics. Neuroscience has both been able to augment some of the traditional assumptions of classical economics (termed the “incremental approach”) and to force economics to completely rethink classical economic constructs (termed the “radical approach”).

Read more at: http://www.theceogame.com/2009/09/understanding-neuroeconomics/