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Nature 441, 822-823 (15 June 2006) | doi:10.1038/441822a; Published online 14 June 2006
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Executive Director & Deans
- Translational Health Science and Technology Institute (THSTI); C / o National Institute of Immunology
- Delhi 110067 India
University Full-Professor (W3, Tenure Track)
- University of Münster
- Munster 48149 Germany
Neuroeconomics: Best to go with what you know?
Daeyeol Lee1
Abstract
In a changing world, how do we decide our best option? How do we settle between picking something familiar or trying out a new, possibly more rewarding, choice?
You step into a music store: how do you choose which CD to buy? If you pick something by your favourite composer, Schubert say, you know you will enjoy it.
- Daeyeol Lee is in the Department of Brain and Cognitive Sciences, University of Rochester, Rochester, New York 14627, USA.
Email: dlee@cvs.rochester.edu
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