Kopf oder Bauch?

Why do people write a warning on cigarette packs that smoking can be fatal? Because we don't trust individuals to always make the decision that the general public thinks is the right one. To answer the question "What should I do?", People need motivational aids. They are controlled by a complex set of rules, laws and moral requirements to protect individuals from "wrong" decisions. This danger is obviously classified as great; unlike what it suggests based on rational ethics, even ethical decisions fit fully into an economic system. Economics is to be understood as the organization of our life needs: Our brain tries to simplify everything as possible and to use its resources sparingly. It is committed to an economy of thought. The authors of the book discuss how our picture of economy, ethics, morality and decision changes if we take the results of recent brain research seriously.