According to the United Nations Educational, Scientific and Cultural Organization (UNESCO, 2001), the artisanal sector plays a predominant role in economic development and the fight against poverty. Still, this sector is far behind in terms of realizing its maximum potential in generating employment and income in order for developing countries to achieve greater economic growth.
Researchers have long looked for ways in which neuroeconomics explains phenomena in consumer decision-making. They do so by both modifying rational choice models and criticizing mainstream economic theory. Both models had difficulties in evaluating people’s personal preferences and achieving their well-being (Rabin, 1998).