3rd challenge in PM: Fast decision-making

A day with Gary Cokins – Performance Management Bucharest, March 5, 2009

To Steven Quartz & Colin Camerer the brain is a huge number-cruncher, assigning a numeric value to everything from a loaf of bread to our most deeply held moral “values”. In that sense, moral decisions are also economic ones. Using a brain scanner (fMRI), they want to catch the brain in the act—to see what it’s doing at exactly the moment a tough moral decision gets made. Their research is pioneering a new branch of neuroscience — neuroeconomics.