Related Experiment Video
Updated: May 28, 2026

Studying Food Reward and Motivation in Humans
Published on: March 19, 2014
Does the brain calculate value?
Ivo Vlaev1, Nick Chater, Neil Stewart
1Centre for Health Policy, Imperial College London, London, UK. i.vlaev@imperial.ac.uk
Abstract:
How do people choose between options? At one extreme, the 'value-first' view is that the brain computes the value of different options and simply favours options with higher values. An intermediate position, taken by many psychological models of judgment and decision making, is that values are computed but that the resulting choices depend heavily on the context of available options. At the other extreme, the 'comparison-only' view argues that choice depends directly on comparisons, with or even without any intermediate computation of value. In this paper, we place past and current psychological and neuroscientific theories on this spectrum, and review empirical data that have led to an increasing focus on comparison rather than value as the driver of choice.
More Related Videos
13:04Measuring the Subjective Value of Risky and Ambiguous Options using Experimental Economics and Functional MRI Methods
Published on: September 19, 2012
16:23Automated, Quantitative Cognitive/Behavioral Screening of Mice: For Genetics, Pharmacology, Animal Cognition and Undergraduate Instruction
Published on: February 26, 2014
Related Concept Videos
Decision Making: P-value Method
First, a specific claim about the population parameter is proposed. The claim is based on the research question and is stated in a simple form. Further, an opposing statement to the claim is also stated. These statements can act as null and alternative hypotheses: a null hypothesis would be a neutral statement while the alternative hypothesis can have a...
Reason and Intuition
Parallel Processing
Organization of the Brain
Hindbrain
The hindbrain, located at the base of the brain, plays a vital role in regulating automatic processes that sustain life. It includes the medulla oblongata, which is essential for...
Biological Influences on Intelligence
The Role of Ion Channels in Neuronal Computation
Sometimes a single EPSP is strong enough to induce an action potential in the postsynaptic neuron. However, multiple presynaptic inputs must often create EPSPs around the same time for the postsynaptic neuron to be sufficiently depolarized to fire an action potential.