Updating Under Ambiguity: Insights From Neuroscience

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.


Ming Hsu and Kenji Kobayashi (2015) ,"Updating Under Ambiguity: Insights From Neuroscience", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 260-264.


Ming Hsu, University of California Berkeley, USA
Kenji Kobayashi, University of California Berkeley, USA


NA - Advances in Consumer Research Volume 43 | 2015

Share Proceeding

Featured papers

See More


Paper Box or Plastic bag? Structural Package Design Elements Affect Health Perception and Consumption.

Joyce De Temmerman, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium

Read More


E10. Sustainable Initiatives: Cultural Identity, Regulatory Focus, and Construal Perspective

Ekaterina Salnikova, Aarhus University
Yuliya Strizhakova, Rutgers University, USA
Klaus G Grunert, Aarhus University

Read More


L11. Consumer Search Mode Produces Unintended Marketing Consequences

Dan King, University of Texas Rio Grande Valley, USA
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.