Enter the Neuro-Economists: Why Do Investors Do What They Do? - New York Times

Behaviorial Finance at its best!Enter the Neuro-Economists: Why Do Investors Do What They Do? - New York Times: "...economists are studying these phenomena scientifically. The economists are using a new technology that allows them to trace the activity of neurons inside the brain and thereby study how emotions influence our choices, including economic choices like gambles and investments.For