Topic: subjective value

Classic economists proposed that economic choices rely on the computation and comparison of subjective values. This hypothesis continues to inform economic theory and experimental research, but behavioral measures are ultimately not sufficient to prove the proposal. Consistent with the hypothesis, when agents make choices, neurons in the orbitofrontal cortex (OFC) encode the subjective value of offered and chosen goods. Moreover, neuronal activity in this area suggests the formation of a decision. However, it is unclear whether these neural processes are causally related to choices. More gener