Context dependent valuation: A neuroscientific perspective on consumer decision-making

markdownabstractIn this dissertation, I explore how combining behavioral and fMRI methodology can advance our understanding of three different phenomena in common, everyday, consumer behavior that have been well-established both in the lab and in the field. I aim to address open questions regarding the mechanisms that underlie these phenomena, with the goal of complementing existing research by taking an interdisciplinary perspective and applying neuroimaging methodology.