Comparison—Apples and Oranges
Lecture no. 10 from the course: Behavioral Economics: When Psychology and Economics Collide
Taught by Professor Scott Huettel | 28 min | Categories: The Great Courses Plus Online Economics & Finance Courses
This lecture explores how people create and compare the subjective values of different options in order to make a decision. Review substantial evidence indicating that our brains construct subjective value at the moment of a decision; then look at ways to use this process of active construction to your advantage.