Power

Biological psychology is a branch of psychology in which the connection of biological and psychological circumstances comes to the forefront. Psychic processes are examined with respect to psychological bases, and with respect to biological aspects. This chapter explores that the investigation methods and insights of biological psychology are also relevant for economic questions in business. They enable a better understanding of the behavior of customers, suppliers, management and colleagues. A high degree of confidence is seen as a central prerequisite for economic success. Biological psychology is seen also as a branch of neuroscience which studies all activities having to do with neural structures and processes. Neuro-economics as an interdisciplinary extension of economic science, psychology and neuroscience must be included in the analysis if economic and marketing theorists wish to claim that the theories of economic science comprehensively describe human behavior.