Would you buy a chocolate bar labelled 60% fat free, but walk straight past one claiming to be 40% fat? And given an-all-or nothing gamble to win £50 or the chance to keep £20, which would you choose?
We’re faced with decisions like these every day but our choice is often affected by the way they’re framed. Neuroscientist Dr Benedetto De Martino from UCL, has set out to found out how the brain responds to the choices we’re given. Join us as he explains the process behind our decision making.