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Measuring the Subjective Value of Risky and Ambiguous Options using Experimental Economics and Functional MRI Methods
Published on: September 19, 2012
1Industrial Engineering and Management, Technion, Haifa 32000, Israel;Warwick Business School, The University of Warwick, Coventry CV4 7AL, United Kingdom; and alroth@stanford.edu erev@technion.ac.il.
Economic institutions often succeed by creating environments where rational behavior maximizes payoffs. However, human learning can lead to under-weighting rare events, impacting market design strategies.
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