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1.
Nutrients ; 16(9)2024 Apr 26.
Article En | MEDLINE | ID: mdl-38732547

Synbiotics modulate the gut microbiome and contribute to the prevention of liver diseases such as metabolic-dysfunction-associated fatty liver disease (MAFLD). This study aimed to evaluate the effect of a randomized, placebo-controlled, double-blinded seven-week intervention trial on the liver metabolism in 117 metabolically healthy male participants. Anthropometric data, blood parameters, and stool samples were analyzed using linear mixed models. After seven weeks of intervention, there was a significant reduction in alanine aminotransferase (ALT) in the synbiotic group compared to the placebo group (-14.92%, CI: -26.60--3.23%, p = 0.013). A stratified analysis according to body fat percentage revealed a significant decrease in ALT (-20.70%, CI: -40.88--0.53%, p = 0.045) in participants with an elevated body fat percentage. Further, a significant change in microbiome composition (1.16, CI: 0.06-2.25, p = 0.039) in this group was found, while the microbial composition remained stable upon intervention in the group with physiological body fat. The 7-week synbiotic intervention reduced ALT levels, especially in participants with an elevated body fat percentage, possibly due to modulation of the gut microbiome. Synbiotic intake may be helpful in delaying the progression of MAFLD and could be used in addition to the recommended lifestyle modification therapy.


Alanine Transaminase , Gastrointestinal Microbiome , Liver , Synbiotics , Humans , Synbiotics/administration & dosage , Male , Double-Blind Method , Adult , Liver/metabolism , Alanine Transaminase/blood , Middle Aged , Non-alcoholic Fatty Liver Disease/prevention & control , Non-alcoholic Fatty Liver Disease/microbiology , Non-alcoholic Fatty Liver Disease/therapy , Feces/microbiology , Feces/chemistry
2.
PNAS Nexus ; 3(5): pgae166, 2024 May.
Article En | MEDLINE | ID: mdl-38745566

There is increasing evidence for the role of the gut microbiome in the regulation of socio-affective behavior in animals and clinical conditions. However, whether and how the composition of the gut microbiome may influence social decision-making in health remains unknown. Here, we tested the causal effects of a 7-week synbiotic (vs. placebo) dietary intervention on altruistic social punishment behavior in an ultimatum game. Results showed that the intervention increased participants' willingness to forgo a monetary payoff when treated unfairly. This change in social decision-making was related to changes in fasting-state serum levels of the dopamine-precursor tyrosine proposing a potential mechanistic link along the gut-microbiota-brain-behavior axis. These results improve our understanding of the bidirectional role body-brain interactions play in social decision-making and why humans at times act "irrationally" according to standard economic theory.

3.
Proc Natl Acad Sci U S A ; 121(18): e2314224121, 2024 Apr 30.
Article En | MEDLINE | ID: mdl-38648482

Making healthy dietary choices is essential for keeping weight within a normal range. Yet many people struggle with dietary self-control despite good intentions. What distinguishes neural processing in those who succeed or fail to implement healthy eating goals? Does this vary by weight status? To examine these questions, we utilized an analytical framework of gradients that characterize systematic spatial patterns of large-scale neural activity, which have the advantage of considering the entire suite of processes subserving self-control and potential regulatory tactics at the whole-brain level. Using an established laboratory food task capturing brain responses in natural and regulatory conditions (N = 123), we demonstrate that regulatory changes of dietary brain states in the gradient space predict individual differences in dietary success. Better regulators required smaller shifts in brain states to achieve larger goal-consistent changes in dietary behaviors, pointing toward efficient network organization. This pattern was most pronounced in individuals with lower weight status (low-BMI, body mass index) but absent in high-BMI individuals. Consistent with prior work, regulatory goals increased activity in frontoparietal brain circuits. However, this shift in brain states alone did not predict variance in dietary success. Instead, regulatory success emerged from combined changes along multiple gradients, showcasing the interplay of different large-scale brain networks subserving dietary control and possible regulatory strategies. Our results provide insights into how the brain might solve the problem of dietary control: Dietary success may be easier for people who adopt modes of large-scale brain activation that do not require significant reconfigurations across contexts and goals.


Body Mass Index , Humans , Male , Female , Adult , Young Adult , Feeding Behavior/physiology , Magnetic Resonance Imaging , Brain/physiology , Self-Control , Cerebral Cortex/physiology , Diet
4.
Emotion ; 23(8): 2179-2193, 2023 Dec.
Article En | MEDLINE | ID: mdl-37104766

The way we evaluate an experience can be influenced by contextual factors that are unrelated to the experience at hand. A prominent factor that has been shown to infuse into the evaluation processes is incidental affect. Prior research has examined the role of such incidental affect by either focusing on its valence or its arousal, while neglecting the interplay of these two components in the affect infusion process. Based on the affect-integration-motivation (AIM) framework from affective neuroscience, our research proposes a novel arousal transport hypothesis (ATH) that describes how valence and arousal of an affective state jointly influence the evaluation of experiences. We test the ATH in a set of multimethod studies combining functional magnetic resonance imaging (fMRI), skin conductance recording, automated facial affect recording, and behavioral approaches across a range of sensory modalities including auditory, gustatory, and visual. We find that positive incidental affect, induced by viewing affect-laden pictures (vs. neutral pictures) or winning (vs. not winning) monetary rewards, enhances how much an experience (i.e., listening to music, consuming wines, or looking at images) is enjoyed. Tracking moment-based changes of affective states at the neurophysiological level, we demonstrate that valence mediates reported enjoyment and that arousal is necessary to implement and moderate these mediating effects. We rule out alternative explanations for these mediation patterns such as the excitation transfer account and the attention narrowing account. Finally, we discuss how the ATH framework provides a new perspective to explain divergent decision outcomes caused by discrete emotions and its implications for effort-based decision-making. (PsycInfo Database Record (c) 2023 APA, all rights reserved).


Emotions , Music , Humans , Emotions/physiology , Arousal/physiology , Attention , Happiness , Music/psychology , Affect/physiology
5.
Neurosci Biobehav Rev ; 146: 105048, 2023 03.
Article En | MEDLINE | ID: mdl-36669749

Steeper delay discounting (i.e., the extent to which future rewards are perceived as less valuable than immediate ones) has been proposed as a transdiagnostic process across different health conditions, in particular psychiatric disorders. Impulsive decision-making is a hallmark of different neurodegenerative conditions but little is known about delay discounting in the domain of neurodegenerative conditions. We reviewed studies on delay discounting in patients with Parkinson's disease (PD) and in patients with dementia (Alzheimer's disease / AD or frontotemporal dementia / FTD). We proposed that delay discounting could be an early marker of the neurodegenerative process. We developed the idea that altered delay discounting is associated with overlapping but distinct neurocognitive mechanisms across neurodegenerative diseases: dopaminergic-related disorders of reward processing in PD, memory/projection deficits due to medial temporal atrophy in AD, modified reward processing due to orbitofrontal atrophy in FTD. Neurodegeneration could provide a framework to decipher the neuropsychological mechanisms of value-based decision-making. Further, delay discounting could become a marker of interest in clinical practice, in particular for differential diagnosis.


Delay Discounting , Frontotemporal Dementia , Parkinson Disease , Humans , Reward , Impulsive Behavior , Dopamine
6.
J Neurosci ; 43(9): 1600-1613, 2023 03 01.
Article En | MEDLINE | ID: mdl-36657973

Individual differences in delay discounting-how much we discount future compared to immediate rewards-are associated with general life outcomes, psychopathology, and obesity. Here, we use machine learning on fMRI activity during an intertemporal choice task to develop a functional brain marker of these individual differences in human adults. Training and cross-validating the marker in one dataset (Study 1, N = 110 male adults) resulted in a significant prediction-outcome correlation (r = 0.49), generalized to predict individual differences in a completely independent dataset (Study 2: N = 145 male and female adults, r = 0.45), and predicted discounting several weeks later. Out-of-sample responses of the functional brain marker, but not discounting behavior itself, differed significantly between overweight and lean individuals in both studies, and predicted fasting-state blood levels of insulin, c-peptide, and leptin in Study 1. Significant predictive weights of the marker were found in cingulate, insula, and frontoparietal areas, among others, suggesting an interplay among regions associated with valuation, conflict processing, and cognitive control. This new functional brain marker is a step toward a generalizable brain model of individual differences in delay discounting. Future studies can evaluate it as a potential transdiagnostic marker of altered decision-making in different clinical and developmental populations.SIGNIFICANCE STATEMENT People differ substantially in how much they prefer smaller sooner rewards or larger later rewards such as spending money now versus saving it for retirement. These individual differences are generally stable over time and have been related to differences in mental and bodily health. What is their neurobiological basis? We applied machine learning to brain-imaging data to identify a novel brain activity pattern that accurately predicts how much people prefer sooner versus later rewards, and which can be used as a new brain-based measure of intertemporal decision-making in future studies. The resulting functional brain marker also predicts overweight and metabolism-related blood markers, providing new insight into the possible links between metabolism and the cognitive and brain processes involved in intertemporal decision-making.


Delay Discounting , Adult , Humans , Male , Female , Delay Discounting/physiology , Magnetic Resonance Imaging/methods , Individuality , Overweight , Brain/physiology , Reward
7.
Wiley Interdiscip Rev Cogn Sci ; 13(1): e1562, 2022 Jan.
Article En | MEDLINE | ID: mdl-33977675

Everyday dietary decisions have important short-term and long-term consequences for health and well-being. How do we decide what to eat, and what physiological and neurobiological systems are involved in those decisions? Here, we integrate findings from thus-far separate literatures: (a) the cognitive neuroscience of dietary decision-making, and (b) growing evidence of gut-brain interactions and especially influences of the gut microbiome on diet and health outcomes. We review findings that suggest that dietary decisions and food consumption influence nutrient sensing, homeostatic signaling in the gut, and the composition of the gut microbiome. In turn, the microbiome can influence host health and behavior. Through reward signaling pathways, the microbiome could potentially affect food and drink decisions. Such bidirectional links between gut microbiome and the brain systems underlying dietary decision-making may lead to self-reinforcing feedback loops that determine long-term dietary patterns, body mass, and health outcomes. This article is categorized under: Economics > Individual Decision-Making Psychology > Brain Function and Dysfunction Psychology > Reasoning and Decision Making.


Gastrointestinal Microbiome , Brain , Humans
8.
Brain Commun ; 3(1): fcab005, 2021.
Article En | MEDLINE | ID: mdl-33615220

Weight gain is often associated with the pleasure of eating food rich in calories. This idea is based on the findings that people with obesity showed increased neural activity in the reward and motivation systems of the brain in response to food cues. Such correlations, however, overlook the possibility that obesity may be associated with a metabolic state that impacts the functioning of reward and motivation systems, which in turn could be linked to reactivity to food and eating behaviour and weight gain. In a study involving 44 female participants [14 patients with obesity, aged 20-63 years (mean: 42, SEM: 3.2 years), and 30 matched lean controls, aged 22-60 years (mean: 37, SEM: 1.8 years)], we investigated how ventromedial prefrontal cortex seed-to-voxel resting-state connectivity distinguished between lean and obese participants at baseline. We used the results of this first step of our analyses to examine whether changes in ventromedial prefrontal cortex resting-state connectivity over 8 months could formally predict weight gain or loss. It is important to note that participants with obesity underwent bariatric surgery at the beginning of our investigation period. We found that ventromedial prefrontal cortex-ventral striatum resting-state connectivity and ventromedial-dorsolateral prefrontal cortex resting-state connectivity were sensitive to obesity at baseline. However, only the ventromedial prefrontal cortex-ventral striatum resting-state connectivity predicted weight changes over time using cross-validation, out-of-sample prediction analysis. Such an out-of-sample prediction analysis uses the data of all participants of a training set to predict the actually observed data in one independent participant in the hold-out validation sample and is then repeated for all participants. In seeking to explain the reason why ventromedial pre-frontal cortex-ventral striatum resting-state connectivity as the central hub of the brain's reward and motivational system may predict weight change over time, we linked weight loss surgery-induced changes in ventromedial prefrontal cortex-ventral striatum resting-state connectivity to surgery-induced changes in homeostatic hormone regulation. More specifically, we focussed on changes in fasting state systemic leptin, a homeostatic hormone signalling satiety, and inhibiting reward-related dopamine signalling. We found that the surgery-induced increase in ventromedial prefrontal cortex-ventral striatum resting-state connectivity was correlated with a decrease in fasting-state systemic leptin. These findings establish the first link between individual differences in brain connectivity in reward circuits in a more tonic state at rest, weight change over time and homeostatic hormone regulation.

9.
J Neurosci ; 38(25): 5799-5806, 2018 06 20.
Article En | MEDLINE | ID: mdl-29866743

Making healthy food choices is challenging for many people. Individuals differ greatly in their ability to follow health goals in the face of temptation, but it is unclear what underlies such differences. Using voxel-based morphometry, we investigated in healthy humans (i.e., men and women) the links between structural variation in gray matter volume and individuals' level of success in shifting toward healthier food choices. We combined MRI and choice data into a joint dataset by pooling across three independent studies that used a task prompting participants to explicitly focus on the healthiness of food items before making their food choices. Within this dataset, we found that individual differences in gray matter volume in the ventromedial prefrontal cortex (vmPFC) and dorsolateral prefrontal cortex (dlPFC) predicted regulatory success. We extended and confirmed these initial findings by predicting regulatory success out of sample and across tasks in a second dataset requiring participants to apply a different regulation strategy that entailed distancing from cravings for unhealthy, appetitive foods. Our findings suggest that neuroanatomical markers in the vmPFC and dlPFC generalized to different forms of dietary regulation strategies across participant groups. They provide novel evidence that structural differences in neuroanatomy of two key regions for valuation and its control, the vmPFC and dlPFC, predict an individual's ability to exert control in dietary choices.SIGNIFICANCE STATEMENT Dieting involves regulating food choices to eat healthier foods and fewer unhealthy foods. People differ dramatically in their ability to achieve or maintain this regulation, but it is unclear why. Here, we show that individuals with more gray matter volume in the dorsolateral and ventromedial prefrontal cortex are better at exercising dietary self-control. This relationship was observed across four different studies examining two different forms of dietary self-regulation, suggesting that neuroanatomical differences in the ventromedial prefrontal cortex and dorsolateral prefrontal cortex may represent a general marker for self-control abilities. These results identify candidate neuroanatomical markers for dieting success and failure, and suggest potential targets for therapies aimed at preventing or treating obesity and related eating disorders.


Food Preferences/physiology , Prefrontal Cortex/anatomy & histology , Self-Control , Adult , Choice Behavior/physiology , Female , Humans , Individuality , Male , Middle Aged
10.
Sci Rep ; 7(1): 8098, 2017 08 14.
Article En | MEDLINE | ID: mdl-28808246

Informational cues such as the price of a wine can trigger expectations about its taste quality and thereby modulate the sensory experience on a reported and neural level. Yet it is unclear how the brain translates such expectations into sensory pleasantness. We used a whole-brain multilevel mediation approach with healthy participants who tasted identical wines cued with different prices while their brains were scanned using fMRI. We found that the brain's valuation system (BVS) in concert with the anterior prefrontal cortex played a key role in implementing the effect of price cues on taste pleasantness ratings. The sensitivity of the BVS to monetary rewards outside the taste domain moderated the strength of these effects. These findings provide novel evidence for the fundamental role that neural pathways linked to motivation and affective regulation play for the effect of informational cues on sensory experiences.


Brain/physiology , Taste Perception/physiology , Taste/physiology , Adult , Brain Mapping/methods , Commerce/methods , Cues , Emotions/physiology , Female , Humans , Magnetic Resonance Imaging/methods , Male , Motivation/physiology , Neural Pathways/physiology , Reward
11.
Curr Opin Neurobiol ; 40: 59-65, 2016 10.
Article En | MEDLINE | ID: mdl-27393870

In the last few years, work in the nascent field of neuroeconomics has advanced understanding of the brain systems involved in value-based decision making. An important modulator of valuation processes is the specific context a decision maker is facing during choice. Recently, neuroeconomics has made great progress in understanding, on both the brain and behavioral level, how context-dependent perception affects valuation and choice. Here we describe how context-sensitive value coding accounts for choice set effects, differential perceptions of gains and losses, and expectancy effects of external (economic) signals.


Decision Making/physiology , Perception/physiology , Choice Behavior/physiology , Humans
12.
J Neurosci ; 32(39): 13543-54, 2012 Sep 26.
Article En | MEDLINE | ID: mdl-23015444

Cognitive regulation is often used to influence behavioral outcomes. However, the computational and neurobiological mechanisms by which it affects behavior remain unknown. We studied this issue using an fMRI task in which human participants used cognitive regulation to upregulate and downregulate their cravings for foods at the time of choice. We found that activity in both ventromedial prefrontal cortex (vmPFC) and dorsolateral prefrontal cortex (dlPFC) correlated with value. We also found evidence that two distinct regulatory mechanisms were at work: value modulation, which operates by changing the values assigned to foods in vmPFC and dlPFC at the time of choice, and behavioral control modulation, which operates by changing the relative influence of the vmPFC and dlPFC value signals on the action selection process used to make choices. In particular, during downregulation, activation decreased in the value-sensitive region of dlPFC (indicating value modulation) but not in vmPFC, and the relative contribution of the two value signals to behavior shifted toward the dlPFC (indicating behavioral control modulation). The opposite pattern was observed during upregulation: activation increased in vmPFC but not dlPFC, and the relative contribution to behavior shifted toward the vmPFC. Finally, ventrolateral PFC and posterior parietal cortex were more active during both upregulation and downregulation, and were functionally connected with vmPFC and dlPFC during cognitive regulation, which suggests that they help to implement the changes to the decision-making circuitry generated by cognitive regulation.


Attention/physiology , Brain Mapping , Cognition/physiology , Decision Making/physiology , Prefrontal Cortex/physiology , Adult , Female , Humans , Image Processing, Computer-Assisted , Magnetic Resonance Imaging , Male , Neuropsychological Tests , Oxygen/blood , Prefrontal Cortex/blood supply , Reaction Time/physiology , Regression Analysis , Young Adult
13.
Med Sci (Paris) ; 27(11): 1000-8, 2011 Nov.
Article Fr | MEDLINE | ID: mdl-22130028

Neuroimaging allows to estimate brain activity when individuals are doing something. The location and intensity of this estimated activity provides information on the dynamics and processes that guide choice behaviour and associated actions that should be considered a complement to behavioural studies. Decision neuroscience therefore sheds new light on whether the brain evaluates and compares alternatives when decisions are made, or if other processes are at stake. This work helped to demonstrate that the situations faced by individuals (risky, uncertain, delayed in time) do not all have the same (behavioural) complexity, and are not underlined by activity in the cerebral networks. Taking into account brain dynamics of people (suffering from obesity or not) when making food consumption decisions might allow for improved strategies in public health prevention, far from the rational choice theory promoted by neoclassical economics.


Decision Making/physiology , Feeding Behavior/psychology , Food Preferences/psychology , Neurosciences , Obesity/etiology , Appetite Regulation/physiology , Choice Behavior/physiology , Feeding Behavior/physiology , Food/economics , Food Preferences/physiology , Humans , Models, Biological , Models, Theoretical , Obesity/psychology , Reward , Visual Perception/physiology
14.
Cereb Cortex ; 21(1): 95-102, 2011 Jan.
Article En | MEDLINE | ID: mdl-20444840

There is a growing consensus that the brain computes value and saliency-like signals at the time of decision-making. Value signals are essential for making choices. Saliency signals are related to motivation, attention, and arousal. Unfortunately, an unequivocal characterization of the areas involved in these 2 distinct sets of processes is made difficult by the fact that, in most experiments, both types of signals are highly correlated. We dissociated value and saliency signals using a novel human functional magnetic resonance imaging decision-making task. Activity in the medial orbitofrontal, rostral anterior cingulate, and posterior cingulate cortices was modulated by value but not saliency. The opposite was true for dorsal anterior cingulate, supplementary motor area, insula, and the precentral and fusiform gyri. Only the ventral striatum and the cuneus were modulated by both value and saliency.


Attention/physiology , Brain/anatomy & histology , Brain/physiology , Decision Making/physiology , Judgment/physiology , Adult , Brain Mapping/methods , Female , Humans , Magnetic Resonance Imaging/methods , Male , Middle Aged , Motivation , Neuropsychological Tests , Reward , Young Adult
15.
J Neurosci ; 30(32): 10799-808, 2010 Aug 11.
Article En | MEDLINE | ID: mdl-20702709

An essential feature of choice is the assignment of goal values (GVs) to the different options under consideration at the time of decision making. This computation is done when choosing among appetitive and aversive items. Several groups have studied the location of GV computations for appetitive stimuli, but the problem of valuation in aversive contexts at the time of decision making has been ignored. Thus, although dissociations between appetitive and aversive components of value signals have been shown in other domains such as anticipatory and outcome values, it is not known whether appetitive and aversive GVs are computed in similar brain regions or in separate ones. We investigated this question using two different functional magnetic resonance imaging studies while human subjects placed real bids in an economic auction for the right to eat/avoid eating liked/disliked foods. We found that activity in a common area of the medial orbitofrontal cortex and the dorsolateral prefrontal cortex correlated with both appetitive and aversive GVs. These findings suggest that these regions might form part of a common network.


Appetite/physiology , Brain Mapping , Decision Making/physiology , Goals , Prefrontal Cortex/physiology , Reward , Adolescent , Adult , Female , Humans , Image Processing, Computer-Assisted/methods , Linear Models , Magnetic Resonance Imaging/methods , Male , Middle Aged , Oxygen/blood , Prefrontal Cortex/blood supply , Time Factors , Young Adult
16.
Eur J Neurosci ; 30(10): 1980-8, 2009 Nov.
Article En | MEDLINE | ID: mdl-19912330

Several studies have found decision-making-related value signals in the dorsolateral prefrontal cortex (DLPFC). However, it is unknown whether the DLPFC plays a causal role in decision-making, or whether it implements computations that are correlated with valuations, but that do not participate in the valuation process itself. We addressed this question by using repetitive transcranial magnetic stimulation (rTMS) while subjects were involved in an economic valuation task involving the consumption of real foods. We found that, as compared with a control condition, application of rTMS to the right DLPFC caused a decrease in the values assigned to the stimuli. The results are consistent with the possibility that the DLPFC plays a causal role in the computation of values at the time of choice.


Choice Behavior/physiology , Food Preferences/physiology , Functional Laterality/physiology , Prefrontal Cortex/physiology , Transcranial Magnetic Stimulation/methods , Adult , Brain Mapping , Electric Stimulation/methods , Female , Humans , Male , Time Factors , Young Adult
17.
Proc Natl Acad Sci U S A ; 105(3): 1050-4, 2008 Jan 22.
Article En | MEDLINE | ID: mdl-18195362

Despite the importance and pervasiveness of marketing, almost nothing is known about the neural mechanisms through which it affects decisions made by individuals. We propose that marketing actions, such as changes in the price of a product, can affect neural representations of experienced pleasantness. We tested this hypothesis by scanning human subjects using functional MRI while they tasted wines that, contrary to reality, they believed to be different and sold at different prices. Our results show that increasing the price of a wine increases subjective reports of flavor pleasantness as well as blood-oxygen-level-dependent activity in medial orbitofrontal cortex, an area that is widely thought to encode for experienced pleasantness during experiential tasks. The paper provides evidence for the ability of marketing actions to modulate neural correlates of experienced pleasantness and for the mechanisms through which the effect operates.


Happiness , Marketing , Neurons/physiology , Wine/economics , Adult , Commerce/economics , Female , Humans , Magnetic Resonance Imaging , Male , Psychology, Social , Taste/physiology
18.
IEEE Trans Neural Syst Rehabil Eng ; 16(6): 532-8, 2008 Dec.
Article En | MEDLINE | ID: mdl-19144585

Recently, a rapidly growing approach within consumer research has developed under the label of "consumer neuroscience." Its goal is to use insights and methods from neuroscience to enhance the understanding of consumer behavior. In this paper we aim to provide an overview of questions of interest to consumer researchers, to present initial research findings, and to outline potential implications for consumer research. In order to do so, we first discuss the term "consumer neuroscience" and give a brief description of recently discussed issues in consumer research. We then provide a review and short description of initial empirical evidence from past studies in consumer neuroscience. Next, we present an example of how consumer research or, more specifically, customer loyalty research, may benefit from the consumer neuroscience approach. The paper concludes with a discussion of potential implications and suggestions for future research in the nascent field of consumer neuroscience.


Brain/physiology , Choice Behavior/physiology , Consumer Behavior , Marketing/methods , Marketing/trends , Neurosciences/methods , Neurosciences/trends , Humans , Industry/methods , Industry/trends
19.
J Neurosci ; 27(37): 9984-8, 2007 Sep 12.
Article En | MEDLINE | ID: mdl-17855612

An essential component of every economic transaction is a willingness-to-pay (WTP) computation in which buyers calculate the maximum amount of financial resources that they are willing to give up in exchange for the object being sold. Despite its pervasiveness, little is known about how the brain makes this computation. We investigated the neural basis of the WTP computation by scanning hungry subjects' brains using functional magnetic resonance imaging while they placed real bids for the right to eat different foods. We found that activity in the medial orbitofrontal cortex and in the dorsolateral prefrontal cortex encodes subjects' WTP for the items. Our results support the hypothesis that the medial orbitofrontal cortex encodes the value of goals in decision making.


Decision Making/physiology , Frontal Lobe/physiology , Reward , Social Marketing , Adolescent , Adult , Brain Mapping/methods , Female , Humans , Magnetic Resonance Imaging/methods , Male , Middle Aged , Time Factors
20.
Neuroreport ; 18(11): 1119-23, 2007 Jul 16.
Article En | MEDLINE | ID: mdl-17589310

Human cognitive decisions can be strongly susceptible to the manner in which options are presented ('framing effect'). Here we investigated the neural basis of response adjustments induced by changing frames during intuitive decisions. Evidence exists that the anterior cingulate cortex plays a general role in behavioral adjustments. We hypothesized, therefore, that the anterior cingulate cortex is also involved in the 'framing effect'. Our hypothesis was tested by using a binary attractiveness judgment task ('liking' versus 'nonliking') during functional magnetic resonance imaging. We found that the framing-related anterior cingulate cortex activity predicted how strongly susceptible an individual was to a biased response. Our results support the hypothesis that paralimbic processes are crucial for predicting an individual's susceptibility to framing.


Emotions/physiology , Form Perception/physiology , Gyrus Cinguli/physiology , Judgment/physiology , Analysis of Variance , Brain Mapping , Female , Gyrus Cinguli/blood supply , Humans , Image Processing, Computer-Assisted , Magnetic Resonance Imaging , Male , Oxygen/blood , Photic Stimulation , Predictive Value of Tests , Random Allocation , Regression Analysis
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