Dagher, A.

decision choice model neuroscience process system behavior brain consumer signal research value university dual-process models response mechanism brain systems journal influence approach level cortex information example preference consumer decision dual-proces variable market study theory decision-making environment paradigm utility context constraint reward science food choice decision-making research montreal understanding marketing activity participant business state evidence researcher canada ” mode stress hypotheses nature control stressor mcgill university function judgment executive control processes prediction ventromedial prefrontal cortex review heterogeneity option prefrontal individual activation value signals opportunity strategy cortisol food intake plassmann field account demand assumption people