Spence, C.

decision neuroscience consumer choice research value brain model process example mechanism consumer decision variable study decision-making behavior paradigm signal response decision-making research understanding participant system cortex influence researcher preference hypotheses stress information theory stressor journal prediction ventromedial prefrontal cortex approach individual activation heterogeneity reward value signals strategy cortisol activity university glimcher plassmann field kable constraint change people insight theory development brain activity evidence perspective outcome science question utility inference region consumer behavior decision neuroscience marketing method difference computation judgment conformity valuation context imaging intervention testing development decision processes research questions aversive dvs