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Baba Shiv, Antoine Bechara, Irwin Levin, Joseph W. Alba, James R. Bettman, Laurette Dube, Alice Isen, Barbara Mellers, Ale Smidts, Susan J. Grant and A. Peter McGraw
Vol. 16, No. 3/4, Sixth Invitational Choice Symposium (Dec., 2005), pp. 375-386
Published by: Springer
Stable URL: http://www.jstor.org/stable/40239900
Page Count: 12
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This article presents an introduction to and analysis of an emerging area of research, namely decision neuroscience, whose goal is to integrate research in neuroscience and behavioral decision making. The article includes an exposition of (1) how the exponential accumulation of knowledge in neuroscience can potentially enrich research on decision making, (2) the range of techniques in neuroscience that can be used to shed light on various decision making phenomena, (3) examples of potential research in this emerging area, and (4) some of the challenges readers need to be cognizant of while venturing into this new area of research.
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