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Neural Activity Reveals Preferences without Choices

By Alec Smith, B. Douglas Bernheim, Colin F. Camerer, and Antonio Rangel

American Economic Journal: Microeconomics, May 2014

We investigate the feasibility of inferring the choices people would make (if given the opportunity) based on their neural responses to the pertinent prospects when they are not engaged in actual decision making. The ability to make such inferences is ...