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Frames, Biases, and Rational Decision-Making in the Human Brain
Benedetto De Martino,*Dharshan Kumaran,Ben Seymour,Raymond J. Dolan
Human choices are remarkably susceptible to the manner in whichoptions are presented. This so-called "framing effect" representsa striking violation of standard economic accounts of humanrationality, although its underlying neurobiology is not understood.We found that the framing effect was specifically associatedwith amygdala activity, suggesting a key role for an emotionalsystem in mediating decision biases. Moreover, across individuals,orbital and medial prefrontal cortex activity predicted a reducedsusceptibility to the framing effect. This finding highlightsthe importance of incorporating emotional processes within modelsof human choice and suggests how the brain may modulate theeffect of these biasing influences to approximate rationality.
Wellcome Department of Imaging Neuroscience, Institute of Neurology, University College London, 12 Queen Square, London WC1 3AR, UK.
* To whom correspondence should be addressed. E-mail: b.martino{at}fil.ion.ucl.ac.uk
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