The brain updates its preferences in real-time in order to choose between two equally attractive options, reveals a human neuroimaging and eye-tracking study published in JNeurosci. The research shows how we avoid becoming paralyzed by indecision like the starving donkey in a famous thought experiment.
In the 14th century the French philosopher Jean Buridan described a donkey that, unable to choose between two bales of hay, starves to death. Like the fictional donkey, people often must decide between two items of equal value. Previous studies have suggested people update their preferences after the fact in order to feel more confident in their decision.
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