One of the most pressing questions in neuroscience, psychology and economics today is how does the brain generate preferences and make choices? With a unique interdisciplinary approach, this volume is among the first to explore the cognitive and neural mechanisms mediating the generation of the preferences that guide choice. From preferences determining mundane purchases, to social preferences influencing mating choice, through to moral decisions, the authors adopt diverse approaches to answer the question.  Chapters explore the instability of preferences and the common neural processes that occur across preferences. Edited by one of the world’s most renowned cognitive neuroscientists, each chapter is authored by an expert in the field, with a host of international contributors.

Key Features

  • Emphasis on common process underlying preference generation makes material applicable to a variety of disciplines – neuroscience, psychology, economics, law, philosophy, etc.
  • Offers specific focus on how preferences are generated to guide decision making, carefully examining one aspect of the broad field of neuroeconomics and complementing existing volumes
  • Features outstanding, international scholarship, with chapters written by an expert in the topic area


Researchers and graduate students in neuroeconomics, cognitive neuroscience, cognitive psychology, social psychology, systems neuroscience, behavioral neuroscience, neuropsychology, and behavioral and theoretical economics

Table of Contents

  • Preface
  • Part I: Mechanisms
    • Chapter 1. The Neurobiology of Preferences
      • Publisher Summary
      • Introduction
      • Concepts of Choice and Preference
      • What are the Potential Neural Mechanisms Underlying Preference
      • Conclusion
      • References
    • Chapter 2. Models of Value and Choice
      • Publisher Summary
      • Introduction
      • Reinforcement Learning
      • Controllers
      • Combination
      • Discussion
      • Acknowledgments
      • References
    • Chapter 3. Predicting Emotional Reactions: Mechanisms, Bias and Choice
      • Publisher Summary
      • Introduction
      • How We Predict Emotional Reactions
      • Biases in Predicting Emotional Reactions
      • Conclusion
      • Acknowledgments
      • References
  • Part II: Contextual Factors
    • Chapter 4. The Evolution of Our Preferences: Insights from Non-human Primates
      • Publisher Summary
      • Introduction
      • How Choice Changes Preferences in Adult Humans
      • The Origins of Choice-Based Preference Reversals
      • How Framing Affects Choice in Adult Humans
      • Framing Effects in Capuchin Monkeys
      • How Studies of the Origin of Choice Biases Inform Adult Human Decision-Making
      • Acknowledgments
      • References
    • Chapter 5. The Effect of Context on Choice and Value
      • Publisher Summary
      • Introduction
      • Brief Historical Overview
      • Effect of Context on Choices
      • Effect of Context on Values
      • The Neurobiology of Loss Aversion
      • Conclusions
      • Acknowledgments
      • References
    • Chapter 6. Preference Change through Choice
      • Publisher Summary
      • Introduction
      • Choice Blindness
      • Choice Blindness and Preference Change for Faces
      • Choice Blindness and Preference Change for Risky Choices
      • Ch


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© 2012
Academic Press
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