Do economists want (effectively demand) brains?

I’ve been very busy so I haven’t been writing nearly as much as I’d like but since I’m working at The Economist Group I couldn’t resist the chance to slip in a shameless plug. This week’s edition features an excellent article on a relatively new branch of economics: “neuroeconomics”, going beyond simple theories from behavioural economics and into real empirics by examining brain activity via MRI scanning. Groundbreaking stuff that can change the face of Homo economicus forever, especially with regards to how it interprets rational choice theory (apparently there are two states in which we make decisions?!). Used correctly, it promises to introduce inductive reasoning into a deductive science. Read all about it here.