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10

Comparison—Apples and Oranges

Lecture no. 10 from the course: Behavioral Economics: When Psychology and Economics Collide

Comparison—Apples and Oranges

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.

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