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Neural Underpinnings of Risk Handling, Developing Preference and Choosing

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Abstract

For centuries, the mind and heart were, respectively, used as metaphors for reason and emotions. Typically juxtaposed one against the other, they were meant to express the contrast between the methodical thinking and spontaneous emotions as guiding mechanisms for human behavior, including consumption. In the real life, both blend together to form a decisional mix. Even if people pride themselves for being rational and logical, they still cannot defuse the emotions (as in passing/failing the lie detector test).

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    Prof. Dr. Leon Zurawicki

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Zurawicki, L. (2010). Neural Underpinnings of Risk Handling, Developing Preference and Choosing. In: Neuromarketing. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-77829-5_3

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