Neuroeconomics is a recent promising interdisciplinary scientific area which involves neuroscientists, economists, and psychologists interested to offer a new and shared theoretical vision that considers the role of the brain in individual decision- making in economics. This collection of papers provides an interesting overview of the recent evolution of the theory of Neuroeconomics and offers the latest results of applied researches in this area, with a focus on marketing, accounting, and finance. This book is the result of the interdisciplinary contributions of speakers invited to the 1a Officina di Neuroeconomia held at the School of Medicine, Università Politecnica delle Marche (Ancona) during the Brain Awareness Week.