How choice modifies preference: Neural correlates of choice justification

@article{Qin2011HowCM,
  title={How choice modifies preference: Neural correlates of choice justification},
  author={J. Qin and Sasha Kimel and S. Kitayama and X. Wang and X. Yang and S. Han},
  journal={NeuroImage},
  year={2011},
  volume={55},
  pages={240-246}
}
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… Expand
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