Uncovering contextual biases in human decision-making. A multivariate analysis approach for patterns of functional magnetic resonance imaging data and event-related potentials

Abstract

Decision-making is a fundamental aspect of human cognition and behaviour. Every day, we make a multitude of decisions, ranging from rather simple perceptual choices to complex financial decisions. The underlying cognitive and neural mechanisms appear to directly deploy external information, gathered by our senses, as well as internal information, such as preferences and beliefs. Ideally, this results in well-informed decisions and successful goal-directed behaviour. In reality, however, we are often faced with decision situations in which we do not have clear preferences, or access to all information. In these situations, contextual factors appear to have a strong influence on decision-maker..