When making risky choices in social contexts, humans typically combine social information with individual preferences about the options at stake. It remains unknown how such decisions are made when these preferences are inaccessible or disrupted, as might be the case for individuals confronting novel options or experiencing cognitive impairment. Thus, we examined participants with lesions in insular or dorsal anterior cingulate cortex, key regions implicated in risky decision-making, as they played a gambling task where choices were made both alone and after observing others' choices. Participants in both lesion groups showed disrupted use of standard utility-based computations about risky options. For socially situated decisions, these participants showed increased conformity with the choices of others, independent from social utility-based computations. These findings suggest that in social contexts, following others' choices may be a heuristic for decision-making when utility-based risk processing is disrupted.

As online marketplaces adopt new technologies to encourage consumers’ purchases (e.g., one-click purchases), the number of consumers who impulsively buy products also increases. Although some interventions have been introduced for consumers’ self-controlled purchases, there have been few studies that evaluate the effectiveness of the techniques in the real environment. In this paper, we conducted an online survey with 118 consumers in their 20s to investigate their impulse buying behaviors and self-control strategies. Based on the survey results and literature surveys, we developed interventions that can assist consumers in controlling their online purchase habits, including Reflection, Distraction, Desire Reduction, and Salient Cost. For evaluation, we enrolled 107 participants in a user study on a real-world e-commerce site. The results indicate that all interventions were effective in reducing impulse buying urges, with variations in user experiences. Our findings and design implications are discussed.

Many decisions in life are sequential and constrained by a time window. Although mathematically derived optimal solutions exist, it has been reported that humans often deviate from making optimal choices. Here, we used a secretary problem, a classic example of finite sequential decision-making, and investigated the mechanisms underlying individuals' suboptimal choices. Across three independent experiments, we found that a dynamic programming model comprising subjective value function explains individuals' deviations from optimality and predicts the choice behaviors under fewer and more opportunities. We further identified that pupil dilation reflected the levels of decision difficulty and subsequent choices to accept or reject the stimulus at each opportunity. The value sensitivity, a model-based estimate that characterizes each individual's subjective valuation, correlated with the extent to which individuals' physiological responses tracked stimuli information. Our results provide model-based and physiological evidence for subjective valuation in finite sequential decision-making, rediscovering human suboptimality in subjectively optimal decision-making processes.