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    A Neuroeconomic Approach to The Rationality and Homoeconomicus Concepts and The Research Discussed in The Frontal Lobe, Reptilian Brain and Serotonin Levels Basis
    (2018) Elgun, Mahmut Nevfel; Aşıkoğlu, Nihat Onur; Karabıyık, Hüseyin Çağatay
    After developments of methodological techniques in neurology, especially sincefMRI was started to use for social sciences research, process of individual decisionand behaviour in human models of economic theories have been started to determinerationally and these methods have been started to use in reality, too. In this context,discussing the social sciences research in the base of neurology has increasedthe methodological efficiency of social sciences research. The literature search of thisstudy was developed with the relation between methodological techniques of discussionof the findings and rationality and homoeconomicus concepts of economics.In this research, a consumption desire scale was developed and the correlation ofconsumption desire and serotonin levels that change seasonly were analysed. Thefindings show that there is a positive correlation between serotonin levels and consumptiondesire. The relation between consumption desire and actual purchasewas also analysed in this research and higher rise in consumption desire, based onserotonin levels, was determined. Approximately at the rate of 10% inhibition hasbeen found. Consequently, these findings were discussed as the repitilian brain,which is the ultimate decision maker in purchasing and consumption decision andbehavior, is inhibited by frontal lobe at this rate. The discussions were made in theperspective of neuroeconomics.In the suggestions part of the study, methodological evaluations were made forother studies to be carried out in the economics, especially for marketing, by comparingwith the methods of this study. Neuromethodological self-critism of this studywas made in the limitations part of the text.