Monday, December 11, 2006

Your Brain...While Christmas Shopping

Ok, which kind of Christmas shopping brain are you? When undecided about whether to buy (is it worth it, does she want it, could I get it cheaper, i.e. decision-making under ambiguity), are you more likely to answer your impulse to buy (opt for risk) or muddle through the pros and cons / various contextual possibilities (opt for ambiguity)?

An fMRI or a look under the tree may give you the answer...

Neural Signatures of Economic Risk and Ambiguity pdf

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