Newsweek: Fox's Dimoka explores the science of making decisionsIs there such a thing as too much information when trying to make a decision? Angelika Dimoka, director of Temple's Center for Neural Decision Making, and her colleagues studied "combinatorial auctions," where bidders consider a dizzying number of items. As information increased, so did brain activity responsible for decision-making and emotional control. But as bidders received more and more information, activity in that brain region suddenly fell off, as if a circuit breaker had popped. "With too much information," says Dimoka, "people's decisions make less and less sense."
Feb. 27-28, 2011 | Newsweek, The Daily Beast