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The Journal of Neuroscience : the Official Journal of the Society for Neuroscience|September 15, 2007
Orbitofrontal cortex encodes willingness to pay in everyday economic transactionsHilke Plassmann, John O'Doherty, Antonio Rangel
Proceedings of the National Academy of Sciences of the United States of America|January 16, 2008
Marketing actions can modulate neural representations of experienced pleasantnessHilke Plassmann, John O'Doherty, Baba Shiv, et al.
The European Journal of Neuroscience|November 17, 2009
Repetitive transcranial magnetic stimulation over the right dorsolateral prefrontal cortex decreases valuations during food choicesMickael Camus, Neil Halelamien, Hilke Plassmann, et al.
The Journal of Neuroscience : the Official Journal of the Society for Neuroscience|August 13, 2010
Appetitive and aversive goal values are encoded in the medial orbitofrontal cortex at the time of decision makingHilke Plassmann, John P O'Doherty, Antonio Rangel
Cerebral Cortex (New York, N.Y. : 1991)|May 7, 2010
Dissociating valuation and saliency signals during decision-makingAb Litt, Hilke Plassmann, Baba Shiv, et al.
The Journal of Neuroscience : the Official Journal of the Society for Neuroscience|September 28, 2012
Cognitive regulation during decision making shifts behavioral control between ventromedial and dorsolateral prefrontal value systemsCendri A Hutcherson, Hilke Plassmann, James J Gross, et al.
Current Opinion in Neurobiology|July 10, 2016
Context-dependency in valuationAgnieszka Tymula, Hilke Plassmann
IEEE Transactions on Neural Systems and Rehabilitation Engineering : a Publication of the IEEE Engineering in Medicine and Biology Society|January 16, 2009
How neuroscience can inform consumer researchPeter H Kenning, Hilke Plassmann
The Journal of Neuroscience : the Official Journal of the Society for Neuroscience|May 30, 2008
Dissociating the role of the orbitofrontal cortex and the striatum in the computation of goal values and prediction errorsTodd A Hare, John O'Doherty, Colin F Camerer, et al.
Emotion (Washington, D.C.)|April 27, 2023
Altering experienced utility by incidental affect: The interplay of valence and arousal in incidental affect infusion processesAiqing Ling, Nathalie George, Baba Shiv, et al.
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