The neural underpinnings of decision-making are critical to understanding and predicting human behavior. However, findings from decision neuroscience are limited in their practical applicability due to the gap between experimental decision-making paradigms and real-world choices. The present manuscript investigates the neural markers of buying decisions in a fully natural purchase setting: participants are asked to use their favorite online shopping applications to buy common goods they are currently in need of. Their electroencephalography is recorded while they view the product page (...) for each item. EEG responses to pages for products that are eventually bought are compared to those that are discarded. Study 1 repeats this procedure in three batches with different participants, product types, and time periods. In an explorative analysis, two neural markers for buying compared to no-buying decisions are discovered over all three batches: frontal alpha asymmetry peak and frontal theta power peak. Occipital alpha power at alpha asymmetry peaks differs in only one of the three batches. No further significant markers are found. Study 2 compares the natural product search to a design in which subjects are told which product pages to view. In both settings, the frontal alpha asymmetry peak is increased for buying decisions. Frontal theta peak increase is replicated only when subjects search through product pages by themselves. The present study series represents an attempt to find neural markers of real-world decisions in a fully natural environment and explore how those markers can change due to small adjustments for the sake of experimental control. Limitations and practical applicability of the real-world approach to studying decision-making are discussed. (shrink)

The ability to anticipate team members' actions enables joint action towards a common goal. Task knowledge and mental simulation allow for anticipating other agents' actions and for making inferences about their underlying mental representations. In human–AI teams, providing AI agents with anticipatory mechanisms can facilitate collaboration and successful execution of joint action. This paper presents a computational cognitive model demonstrating mental simulation of operators' mental models of a situation and anticipation of their behavior. The work proposes two successive steps: (1) (...) A hierarchical cluster algorithm is applied to recognize patterns of behavior among pilots. These behavioral clusters are used to derive commonalities in situation models from empirical data (N = 13 pilots). (2) An ACT-R (adaptive control of thought - rational) cognitive model is implemented to mentally simulate different possible outcomes of action decisions and timing of a pilot. model tracing of ACT-R allows following up on operators' individual actions. Two models are implemented using the symbolic representations of ACT-R: one simulating normative behavior and the other by simulating individual differences and using subsymbolic learning. Model performance is analyzed by a comparison of both models. Results indicate the improved performance of the individual differences over the normative model and are discussed regarding implications for cognitive assistance capable of anticipating operator behavior. (shrink)