According to a widespread view, neuroscientific basic research tells us more about the essence of the mind than psychology and may, in the long run, even replace those higher level approaches. Contrary to this view, it is demonstrated that many features can only be observed and explained on a certain level of complexity. This is particularly obvious in the case of neuromarketing and neuroeconomics. In both cases, neuroscientific methods depend on behavioral paradigms. Still, neuroscientific research in these fields may enhance (...) our understanding of the underlying neural mechanisms. In addition, neuroeconomics provide excellent conditions for the study of human decision making. (shrink)