Neuroeconomics involves the study of the regions of the brain that are involved in our responses to money. As we learn more about the psychological processes underlying our financial decisions, we are better able to investigate which parts of the brain are active when we make financial decisions. We can now ask: What parts of the brain turn on when we see something we want to buy? How about when we see the price tag, or when we take a financial gamble? What about when we lose money?