• Giorgio Coricelli.
• Institut des Sciences Cognitives, Centre de Neurosciences Cognitives, Bron, France.
• Adv Health Econ Health Serv Res. 2008 Jan 1; 20: 85-97.

PurposeThe aim of the chapter is to show how two important facts of physicians' behavior, (i) their tendency to "create" the demand for medical practices, and (ii) their delay and reluctance in using new treatments and therapies, can be explained with the lens of the neuroeconomics research on the neural and behavioral basis of regret.MethodologyThis chapter adopts a neuroeconomics perspective on decision-making, asking how the brain represents values and generates emotional states, which consequently influence choices. In the line of recent work on emotion-based decision-making, we expect to be able to characterize the brain areas underlying the studied processes and to specify the functional relationship between rational decision-making and the emotional influences that modulate these decisional processes.OriginalityNeurobiological approaches can contribute significantly to a better understanding of the cognitive and emotional underpinnings of medical decision-making, from how physicians might evaluate and anticipate the effect of alternative therapies, to how patients might anticipate future consequences of their health choice. This can explain some features of the doctor-patient relationship which are not consistent with simple maximization models.FindingsOur findings suggest that physicians' behavior can be often explained by regret avoidance. Likewise, they suggest that physicians play as actual agents when they make medical decisions that will affect the future well-being of their patients.Research LimitationsWe limited our analysis to the potential role of anticipated regret; therefore, this chapter neglects many important factors of the health sector.

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