1 NEUROACCOUNTING CONTRIBUTION TO UNDERSTANDING THE DECISION MAKING: AN EXAMPLE FROM AN INNOVATIVE COMPANY Ana Maria Roux Valentini Coelho Cesar Mackenzie Presbiterian University Rua da Consolação, 930 - São Paulo CEP: 01302-907; (11) 3864-2293; rouxcesar@mackenzie.br Gilberto Perez Mackenzie Presbiterian University Rua da Consolação, 930 - São Paulo CEP: 01302-907; (11) 2114-8841; gperez@mackenzie.br Patricia Gonçalves Vidal Mackenzie Presbiterian University Rua da Consolação, 930 - São Paulo CEP: 01302-907; (11) 2114-8273; patrícia_g_vidal@mackenzie.br Rodrigo de Souza Marin Mackenzie Presbiterian University Rua da Consolação, 930 - São Paulo CEP: 01302-907; (11) 2114-8273; rodrigo.marin@ymail.com ABSTRACT This study analyses the contribution of studies in Neuroscience to model the decision making process. The study presents two theoretical models based on Cognitive Psychology and Neuroeconomics, that are used to create a new theoretical model to analyze the decision making process. The article presents the results of a quantitative research, using Structural Equation Modeling (SEM) with a dataset obtained through questionnaires sent to functional managers from a Brazilian innovative organization charged with decisions on budget targets. The main contribution of this study is that it analyzes the decisions regarding the establishment of budgetary target levels, a more complex decision than the decision between two or more possible alternatives, as proposed in the studies using the Prospect Theory. In estimating the appropriate target level, managers must take into account the information about the internal and external environment and the consequences of choosing one over another level; the consequences are not clear since they do not know all the other possible alternatives. This study confirms the model proposed which takes into account some variables considered to be in the black box of the economic theory decision models, such as selective attention, memory, reasoning, expertise and intuition. Key-words: Neuroaccounting. Decision making process. Managerial Accounting Systems.