Is the whole the sum of its parts? Neural computation of consumer bundle valuation in humans
Logan Cross, Ryan Webb, John P. O’Doherty
This study investigates how the human brain computes value for individual items and bundles, finding sub-additive discounting and context-dependent normalization in prefrontal cortex value representations.
Journal of Neuroscience · Nov 13, 2025Peer-reviewedNeuroscience