Updating Under Ambiguity: Insights From Neuroscience

Ming Hsu, University of California Berkeley, USA
Kenji Kobayashi, University of California Berkeley, USA
Little is known about how consumers incorporate new information in dynamic choice situations involving ambiguity, i.e. where probabilities of potential outcomes are unknown or partially known. Combining functional neuroimaging and behavioral choice modeling, we shed light on the constructive process by which ambiguous preferences are updated to incorporate new information.
[ to cite ]:
Ming Hsu and Kenji Kobayashi (2015) ,"Updating Under Ambiguity: Insights From Neuroscience", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 260-264.