Adaptive decision making in real-world contexts often relies on strategic simplifications of decision problems. Yet, the neural mechanisms that shape these strategies and their implementation remain largely unknown. Using an economic decision-making task, we dissociate brain regions that predict...

We propose that individual differences in the value placed on the principle of moderation exist and influence many aspects of consumer decision-making. The idea that moderation is an important guiding norm of human behavior is prevalent throughout history and an explicit theme in many...