{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,29]],"date-time":"2026-04-29T06:15:26Z","timestamp":1777443326121,"version":"3.51.4"},"reference-count":53,"publisher":"American Association for the Advancement of Science (AAAS)","issue":"6104","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Science"],"published-print":{"date-parts":[[2012,10,12]]},"abstract":"<jats:title>The Right Choice?<\/jats:title>\n          <jats:p>\n            So-called irrational decisions made by humans are popular fodder for \u201cbelieve it or not\u201d stories. But what's actually happening when we make choices that do not seem to be justifiable on purely economic or logical grounds? Presumably, we are not simply making errors; instead, our choices may reflect an internal bias that we are not aware of.\n            <jats:bold>Wimmer and Shohamy<\/jats:bold>\n            (p.\n            <jats:related-article xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" ext-link-type=\"doi\" page=\"270\" related-article-type=\"in-this-issue\" vol=\"338\" xlink:href=\"10.1126\/science.1223252\">270<\/jats:related-article>\n            ) show how the hippocampus can instill an unconscious bias in valuations, whereby an object that is not highly valued on its own, increases in value when it becomes implicitly associated with a truly high-value object. As a consequence, we then end up preferring the associated object over a neutral object of equal objective value while not really knowing why.\n          <\/jats:p>","DOI":"10.1126\/science.1223252","type":"journal-article","created":{"date-parts":[[2012,10,11]],"date-time":"2012-10-11T19:17:15Z","timestamp":1349983035000},"page":"270-273","source":"Crossref","is-referenced-by-count":460,"title":["Preference by Association: How Memory Mechanisms in the Hippocampus Bias Decisions"],"prefix":"10.1126","volume":"338","author":[{"given":"G. Elliott","family":"Wimmer","sequence":"first","affiliation":[{"name":"Department of Psychology, Columbia University, New York, NY 10027, USA."}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Daphna","family":"Shohamy","sequence":"additional","affiliation":[{"name":"Department of Psychology, Columbia University, New York, NY 10027, USA."}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"221","reference":[{"key":"e_1_3_2_2_2","doi-asserted-by":"publisher","DOI":"10.1146\/annurev.psych.56.091103.070229"},{"key":"e_1_3_2_3_2","doi-asserted-by":"publisher","DOI":"10.1038\/nrn2357"},{"key":"e_1_3_2_4_2","doi-asserted-by":"publisher","DOI":"10.1037\/h0061626"},{"key":"e_1_3_2_5_2","doi-asserted-by":"publisher","DOI":"10.1037\/h0058944"},{"key":"e_1_3_2_6_2","doi-asserted-by":"publisher","DOI":"10.1038\/35036213"},{"key":"e_1_3_2_7_2","doi-asserted-by":"publisher","DOI":"10.1016\/j.neuron.2009.06.024"},{"key":"e_1_3_2_8_2","unstructured":"H. Eichenbaum N. J. 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