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Duke researchers delve into decision making

(11/26/13 10:30am)

Making a decision is easy for most people. You might purchase bonds rather than stocks because they’re less volatile, a Prius over a Subaru because it’s more eco-friendly or a Mac instead of a PC because it’s more “hip.” But how does your brain calculate the risk of that investment? The Duke University Center for Interdisciplinary Decision Sciences studies the choices that people make every day.