With neuroscience methods and techniques, the results are more reliable and provide a better understanding of human decision making in various circumstances, researchers said. (sciencedaily.com)
But underlying all this, the authors claim, is a process of human decision making that can be studied, and can be modeled. (ecoshock.org)
Behavioral economist Dan Ariely, who studies human decision making, helped build the new tool at Google. (entrepreneur.com)