What is Neuroeconomics?

So what is neuroeconomcs? Insight into the mechanism driving individuals to make a certain decision can help to better predict the future of economics. The need to fill certain gaps in conventional economic theories is fundamental to the study of neuroeconomics. Economic decision-making, in the traditional sense, suggests that investors or customer will objectively evaluate the risk or need and react in the most rational manner. In some cases, human behavior does not follow economic theory or optimize utility.