Choice from non-choice: predicting consumer preferences from blood oxygenation level-dependent signals obtained during passive viewing.
Choice from non-choice: predicting consumer preferences from blood oxygenation level-dependent signals obtained during passive viewing.
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DOI：
10.1523/jneurosci.3214-10.2011
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发表时间：
2011-01-05
期刊：
影响因子：
--
通讯作者：
Glimcher PW
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文献类型：
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作者：
Levy I;Lazzaro SC;Rutledge RB;Glimcher PW
决策通常被视为一个两阶段的过程，首先给每个选项赋予主观价值，然后选择价值最高的选项。越来越多的证据表明，这些主观价值表现在纹状体和内侧前额叶皮层（MPFC）中。另一项单独的证据表明，即使在不需要选择的情况下，如在经典条件反射任务中，相同区域的激活也代表了奖励的价值。然而，目前尚不清楚这两种情况是否涉及相同的神经机制。为了解决这个问题，我们用功能磁共振成像测量了人类受试者被动观看个人消费品时的大脑活动。然后，我们从预定义的感兴趣的区域取样激活，并使用它来预测在扫描仪之外做出的相同项目之间的后续选择。我们的研究结果表明，纹状体和MPFC在没有选择的情况下的激活预测了随后的选择，这表明无论是否需要选择，这些大脑区域都以类似的方式代表价值。
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 fMRI 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.