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Updated: Mar 19, 2026

Measuring the Subjective Value of Risky and Ambiguous Options using Experimental Economics and Functional MRI Methods
Published on: September 19, 2012
1Department of Management, University of Toronto Scarborough.
Revisions to probability forecasts influence how people perceive uncertain events. Upward probability changes make events seem less remote, impacting behavior differently than downward changes, even with identical final probabilities.
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