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Advocates of neuroeconomics claim to offer the prospect of creating a "unified behavioral theory" by drawing upon the techniques of neuroscience and psychology and combining them with economic theory. Ostensibly, through the "direct measurement" of our thoughts, economics and social science will be "revolutionized." Such claims have been subject to critique from mainstream and nonmainstream economists alike. Many of these criticisms relate to measurability, relevance, and coherence. In thisdoi:10.1080/00213624.2016.1249745 fatcat:6b33jrub4jhbni6khtdzlpwfbi