Related Experiment Video

Updated: Jul 19, 2026

Measuring the Subjective Value of Risky and Ambiguous Options using Experimental Economics and Functional MRI Methods
13:04

Measuring the Subjective Value of Risky and Ambiguous Options using Experimental Economics and Functional MRI Methods

Published on: September 19, 2012

Beyond asking: Exploring the use of automatic price evaluations to implicitly estimate consumers' willingness-to-pay

Jasper Dezwaef1,2, Emiel Cracco1, Jelle Demanet1,2

  • 1Department of Experimental Psychology, Ghent University, Ghent, Belgium.

Plos One
|July 4, 2019
PubMed

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