A Neuroeconomic Approach To The Rationality And Homoeconomicus Concepts And The Research Discussed In The Frontal Lobe, Reptilian Brain And Serotonin Levels Basis

After developments of methodological techniques in neurology, especially since fMRI was started to use for social sciences research, process of individual decision and behaviour in human models of economic theories have been started to determine rationally 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 increased the methodological efficiency of social sciences research. The literature search of this study was developed with the relation between methodological techniques of discussion of the findings and rationality and homoeconomicus concepts of economics. In this research, a consumption desire scale was developed and the correlation of consumption desire and serotonin levels that change seasonly were analysed. The findings show that there is a positive correlation between serotonin levels and consumption desire. The relation between consumption desire and actual purchase was also analysed in this research and higher rise in consumption desire, based on serotonin levels, was determined. Approximately at the rate of 10% inhibition has been found. Consequently, these findings were discussed as the repitilian brain, which is the ultimate decision maker in purchasing and consumption decision and behavior, is inhibited by frontal lobe at this rate. The discussions were made in the perspective of neuroeconomics. In the suggestions part of the study, methodological evaluations were made for other studies to be carried out in the economics, especially for marketing, by comparing with the methods of this study. Neuromethodological self-critism of this study was made in the limitations part of the text.