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Updated: Jul 19, 2025

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

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How subjective idea valuation energizes and guides creative idea generation

Alizée Lopez-Persem1, Sarah Moreno-Rodriguez1, Marcela Ovando-Tellez1

  • 1FrontLab, Paris Brain Institute-Institut du Cerveau, INSERM, CNRS, Hopital de la Pitie Salpetriere, AP-HP, Sorbonne University.

The American Psychologist
|August 14, 2023
PubMed

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