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Related Experiment Video

Updated: Jun 23, 2026

A Psychophysics Paradigm for the Collection and Analysis of Similarity Judgments

A Psychophysics Paradigm for the Collection and Analysis of Similarity Judgments

Published on: March 1, 2022

Neural similarity between choice options predicts group-level context effects.

Asaf Madar¹, Tom Zemer², Ido Tavor^2,3

¹Sagol School of Neuroscience, Tel Aviv University, Tel Aviv, Israel. asafmdr@gmail.com.

Nature Communications

|June 21, 2026

Summary

Understanding choice context effects is crucial. This study reveals that neural representations can predict decision-making context effects, capturing both explicit and latent attributes beyond traditional models.

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The Joint Effect of Social Comparison and Social Distance on Evaluation of Intertemporal Choice Outcomes in Event-related Potential Studies

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Published on: August 25, 2023

Area of Science:

Neuroscience
Cognitive Science
Decision Science

Background:

Choice context effects influence decisions based on available options.
Existing models rely on two explicit numerical attributes for options.
Decision-makers may use unstated, latent attributes influencing choices.

Purpose of the Study:

To predict choice context effects using neural representations.
To access and model latent attributes influencing decisions.
To advance understanding of decision-making beyond explicit attributes.

Main Methods:

Behavioral estimation of choice context effects for lotteries.
fMRI data acquisition to capture neural representations of lotteries.
Predicting context effects using similarity in neural representations.

Main Results:

Neural representations predicted choice context effects effectively.
Predictions improved compared to traditional attribute-based models.
Neural encoding captured both explicit and latent decision attributes.

Conclusions:

Neural representations offer a powerful tool to study decision-making.
This approach overcomes limitations of models requiring explicit attributes.
Unveiling latent attributes enhances our understanding of choice context effects.