How choice modifies preference: Neural correlates of choice justification

@article{Qin2011HowCM,
  title={How choice modifies preference: Neural correlates of choice justification},
  author={Jungang Qin and Sasha Kimel and Shinobu Kitayama and Xiaoying Wang and Xuedong Yang and Shihui Han},
  journal={NeuroImage},
  year={2011},
  volume={55 1},
  pages={240-6}
}
When making a difficult choice, people often justify the choice by increasing their liking for the chosen object and decreasing their liking for the rejected object. To uncover the neural signatures of choice justification, we used functional magnetic resonance imaging to monitor neural activity when subjects rated their preference for chosen and rejected musical CDs before and after they made their choices. We observed that the trial-by-trial attitude change (i.e., increase of preference for… CONTINUE READING
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xxx–xxx Please cite this article as: Qin, J., et al., How choice modifies preference: Neural correlates of choice justification

  • J. Qin
  • 2010

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