It turns out the answer is not so clear. Empirical studies show that while choice reflects preference, it also influences it. For example, when given two identically appealing items, our brains often choose an arbitrary tie-breaker, yet have post-hoc rationale for why one was better. This rationale (or ir-rationale) is used the next time similar options to those two are presented. Why do this? Because for the brain, time is energy, and energy is limited!Continue reading “What comes first, the preference or the choice?”
Category Archives: Neuroeconomics
On the importance of rituals
What rituals do you have in your life? Have you developed any new rituals in the past year or so (since COVID)? Research from both anthropology, psychology, and neuroscience shows that rituals are an integral part of human life. While many rituals can be mundane, or perhaps a little neurotic, others may be dangerous. For example, the Kavadi Aattam, which involves fire walking. When researchers followed participants of this ritual, they found that theContinue reading “On the importance of rituals”