When a player in the Ultimatum Game receives an unfair bid, the decision to accept or reject the offer is determined by the internal battle between emotion and cognitive control; if emotion overwhelms the brain, the bid is rejected, but if cognition suppresses the emotion, the bid is accepted.

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• Person: Not available Organization: Neuroscience of
  The Role of Impulse in Consumer Psychology - Neuroscience Of

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• The Role of Impulse in Consumer Psychology - Neuroscience Of www.neuroscienceof.com Neuroscience of via serper

Referenced by nodes (1)

• Ultimatum Game concept