People are able to form preferences for unfamiliar items, such as new books or foods, before experiencing them. A study in this issue of Nature Neuroscience finds that prospective evaluations of unfamiliar items can be based on stored neural representations of relevant, familiar items.
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Bhanji, J., Delgado, M. Should I buy this book? How we construct prospective value. Nat Neurosci 16, 1357–1359 (2013). https://doi.org/10.1038/nn.3521
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DOI: https://doi.org/10.1038/nn.3521
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Neural Pathway of Renovative and Innovative Products Appreciation
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