Rapid social perception is flexible: approach and avoidance motivational states shape P100 responses to other-race faces.

Research on person categorization suggests that people automatically and inflexibly categorize others according to group memberships, such as race. Consistent with this view, research using electroencephalography (EEG) has found that White participants tend to show an early difference in processing Black versus White faces. Yet, new research has shown that these ostensibly automatic biases may not be as inevitable as once thought and that motivational influences may be able to eliminate these biases. It is unclear, however, whether motivational influences shape the initial biases or whether these biases can only be modulated by later, controlled processes. Using EEG to examine the time course of biased processing, we manipulated approach and avoidance motivational states by having participants pull or push a joystick, respectively, while viewing White or Black faces. Consistent with previous work on own-race bias, we observed a greater P100 response to White than Black faces; however, this racial bias was attenuated in the approach condition. These data suggest that rapid social perception may be flexible and can be modulated by motivational states.

Orbitofrontal cortex provides cross-modal valuation of self-generated stimuli.

Prior research has shown that the orbitofrontal cortex (OFC) plays an important role in the representation of the evaluation of stimuli, regardless of stimulus modality. Based on these findings, researchers have proposed that the OFC serves a common currency function, allowing for the direct comparison of different types of perceptual stimuli (e.g. food, drink, money). The present study was designed to extend this research and investigate whether these same regions of OFC that have been identified in previous research are involved in evaluating imagined stimuli. Specifically, we asked participants to draw on prior attitudinal knowledge to generate internal representations of liked and disliked exemplars from different categories during functional magnetic resonance imaging. The results of this study support the idea that imagined stimuli (regardless of stimulus category) are evaluated in the OFC using a common system that has been identified in previous research for externally perceived stimuli.