Commentaries and Rejoinder to “Trade-Off Aversion as an Explanation for the Attraction Effect: A Functional Magnetic Resonance Imaging Study”: Integrating Neural and Decision Sciences: Convergence and Constraints

Vol. XLVI (February 2009), 14–24 14 © 2009, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Scott A. Huettel is Associate Professor of Psychology and Neuroscience, Center for Cognitive Neuroscience (e-mail: scott.huettel@duke. edu), and John W. Payne is Joseph J. Ruvane Jr. Professor of Management and Marketing, Fuqua School of Business (e-mail: jpayne@duke.edu), Duke University. The authors thank colleagues in the Duke Center for Neuroeconomic Studies for stimulating discussions about integrating the neural and decision sciences. The Duke Institute for Brain Sciences provided support for those discussions and for our joint research. Commentaries and Rejoinder to “Trade-Off Aversion as an Explanation for the Attraction Effect: A Functional Magnetic Resonance Imaging Study”