Decision King - What's Going on in Your Brain?

When your brain is computing expected values, its computing values. So the value doesn't have a set value, if that makes sense, but it changes over time. As you learn more about honda, the value might creep up a little bit higher. But then you go and start thinking about fords, and you go to the dealer ship and drive a ford, and that value will change as well. These expected values aren't constant. They're changing as you think about the decision you're going to make.