Gong, Yanping; Hou, Wei; Zhang, Qin; Tian, Shuang - In: Journal of Contemporary Marketing Science 1 (2018) 1, pp. 53-75
Purpose: Decision theory holds that the ambiguity of decision information affects the choices of decision makers, who have the emotion of “ambiguity aversion” when making fuzzy decisions. The purpose of this paper is to explore the neural mechanism how the information ambiguity of different...