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Review
, 40, 59-65

Context-dependency in Valuation

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Review

Context-dependency in Valuation

Agnieszka Tymula et al. Curr Opin Neurobiol.

Abstract

In the last few years, work in the nascent field of neuroeconomics has advanced understanding of the brain systems involved in value-based decision making. An important modulator of valuation processes is the specific context a decision maker is facing during choice. Recently, neuroeconomics has made great progress in understanding, on both the brain and behavioral level, how context-dependent perception affects valuation and choice. Here we describe how context-sensitive value coding accounts for choice set effects, differential perceptions of gains and losses, and expectancy effects of external (economic) signals.

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