To choose optimally, people must consider both the potential value and the probability of a desired outcome. This idea is reflected in the expected value theory, which considers both the potential value of different courses of action and the probability that each action will lead to a desired...

In this paper, a novel application of the event-related potential (ERP) method is proposed. The authors applied an N400 evoked potential for brand perception analysis, particularly for brand associations. Traditionally, N400 has been used as a marker of semantic incongruence of a word to a...

Cognitive dissonance theory suggests that our preferences are modulated by the mere act of choosing. According to the cognitive dissonance theory, a choice between two similarly valued alternatives creates a psychological tension (cognitive dissonance) that is reduced by a post-decisional...

Reward prediction error (RPE) reflects the discrepancy between received and predicted outcomes and therefore plays an important role in learning in a dynamic environment. Using electroencephalographic measures of response to obtained and expected outcomes, previous studies have suggested that...

Cognitive dissonance arises as a reaction to conflict appearing in choices between two equally attractive options. It leads to changes in the desirability of these options. The chosen option becomes more desirable whereas the rejected option is devalued. Despite cognitive dissonance being...