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Inconsistent choice-making a normal part of how the brain evaluates options
- June 01, 2019
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Sometimes consumers will switch their preferences, known in industry terms as 'customer churn.' While economists have previously called that an error in rationality, a new study says an important part of inconsistent choice-making is due to idiosyncratic activity in the brain areas that assess value.
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"Inconsistent choice-making a normal part of how the brain evaluates options", MachPrinciple, June 01, 2019, https://machprinciple.com/post/Inconsistent-choice-making-a-normal-part-of-how-the-brain-evaluates-options
