Implikacje wykorzystania rezonansu magnetycznego (MRI) w badaniach ekonomicznych oraz rozwoju neurozarządzania i neuromarketingu

The syncretism of traditional economic theory, based on hypothetical-deductive reasoning, with contemporary behavioral economics – which considersthe psychological and social aspects of consumer behavior – and the application of experimental economic tools and modern neuroeconomics research methods contribute to a better understanding of the economic decision-making process. The aim of this study was to determine the specificity and applicability of magnetic resonance imaging (MRI) as a tool in management and economic research, and to define the role of neuroimaging in the development of neuromanagement and neuromarketing. The article also aims to draw attention to the evolving methodology of economic research and the advancement of research techniques, including those in the field of imaging diagnostics. The foundation of modern neuroeconomics is, therefore, an interdisciplinary research approach. The analysis was conducted from an interdisciplinary perspective, with an attempt to syncretize economic and medical knowledge. The physical principles of MRI were presented, an MRI examination was described – including medical indications and contraindications –, and the implications of MRI and functional MRI (fMRI) for economic sciences and management were discussed. Functional MRI techniques are used to test consumer responses to specific stimuli by measuring changes in the activity of the prefrontal cortex, amygdala, and hippocampus. The findings indicate that the ventral striatum is associated with the reward system, the orbitofrontal cortex modulates desire, the medial prefrontal cortex is responsible for positive social responses, the posterior cingulate cortex is involved in conflict processing, whereas the amygdala controls threat and fear-based behaviors in humans. The results of neuroimaging using fMRI are particularly important in the field of neurofinance, neuroaccounting and neuromarketing.