TY - JOUR
T1 - Choice from non-choice
T2 - Predicting consumer preferences from blood oxygenation level-dependent signals obtained during passive viewing
AU - Levy, Ifat
AU - Lazzaro, Stephanie C.
AU - Rutledge, Robb B.
AU - Glimcher, Paul W.
PY - 2011/1/5
Y1 - 2011/1/5
N2 - Decision-making is often viewed as a two-stage process, where subjective values are first assigned to each option and then the option of the highest value is selected. Converging evidence suggests that these subjective values are represented in the striatum and medial prefrontal cortex (MPFC). A separate line of evidence suggests that activation in the same areas represents the values of rewards even when choice is not required, as in classical conditioning tasks. However, it is unclear whether the same neural mechanism is engaged in both cases. To address this question we measured brain activation with functional magnetic resonance imaging while human subjects passively viewed individual consumer goods. We then sampled activation from predefined regions of interest and used it to predict subsequent choices between the same items made outside of the scanner. Our results show that activation in the striatum and MPFC in the absence of choice predicts subsequent choices, suggesting that these brain areas represent value in a similar manner whether or not choice is required.
AB - Decision-making is often viewed as a two-stage process, where subjective values are first assigned to each option and then the option of the highest value is selected. Converging evidence suggests that these subjective values are represented in the striatum and medial prefrontal cortex (MPFC). A separate line of evidence suggests that activation in the same areas represents the values of rewards even when choice is not required, as in classical conditioning tasks. However, it is unclear whether the same neural mechanism is engaged in both cases. To address this question we measured brain activation with functional magnetic resonance imaging while human subjects passively viewed individual consumer goods. We then sampled activation from predefined regions of interest and used it to predict subsequent choices between the same items made outside of the scanner. Our results show that activation in the striatum and MPFC in the absence of choice predicts subsequent choices, suggesting that these brain areas represent value in a similar manner whether or not choice is required.
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U2 - 10.1523/JNEUROSCI.3214-10.2011
DO - 10.1523/JNEUROSCI.3214-10.2011
M3 - Article
C2 - 21209196
AN - SCOPUS:78650916378
SN - 0270-6474
VL - 31
SP - 118
EP - 125
JO - Journal of Neuroscience
JF - Journal of Neuroscience
IS - 1
ER -