Abstract
The aim of this paper is to delineate how insights from neuroeconomics research can inform organizational theory and practice. We argue that neuroeconomics stands out from other more general neuroscience approaches by providing a powerful normative lens through which organizational research questions can be analyzed. We use the example of prosocial organizational behavior to demonstrate how neuroeconomics, by combining the normative standards of economic game theory with a cognitive neuroscience approach, can help organizational researchers to better understand the motivational underpinnings of many of the behavioral phenomena they are interested in. A central aspect of our contribution lies in introducing the neuropsychological concept of prepotent response tendencies into organizational research and highlighting its relevance for research on prosocial behavior and decision making.
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