Article

Is the whole the sum of its parts? Neural computation of consumer bundle valuation in humans

2025-05-01

Abstract excerpt

Humans are often tasked with making decisions about bundles of multiple items and very little is known about how the human brain aggregates, computes and represents value in such cases. We investigated how the human brain evaluates consumer items, both individually and in bundles, and how this activity relates to choice behavior. Participants underwent a deep-fMRI scanning protocol while we elicited behavioral val...

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Literature Corpus work: 4fe87d47-5498-5bfe-94cd-a145f8e0ef76
DOI: 10.1101/2025.04.28.650827

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