Prefrontal cortex damage abolishes brand-cued changes in cola preference
Prefrontal cortex damage abolishes brand-cued changes in cola preference
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DOI：
10.1093/scan/nsm032
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发表时间：
2008-03-01
影响因子：
4.2
通讯作者：
Tranel, Daniel
中科院分区：
文献类型：
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作者：
Koenigs, Michael;Tranel, Daniel
人类的决策非常容易受到商业广告的影响，但这一现象的神经生物学基础在很大程度上仍未得到探索。通过一系列可口可乐和百事可乐的口味测试，我们发现，患者的损害，特别是涉及腹内侧前额叶皮层（VMPC），一个区域的重要情绪，并没有表现出正常的偏好偏差时，暴露于品牌信息。两个对照组（神经功能正常的成年人和病变患者与完整的VMPC）首选百事可乐在一个盲目的口味测试，但在随后的口味测试，功能的品牌信息（“半盲”口味测试），两个比较组的喜好偏向可口可乐，说明了所谓的“百事可乐悖论”。与对照组一样，VMPC患者在盲测中更喜欢百事可乐，但与对照组不同的是，VMPC患者在半盲测中保持了对百事可乐的偏好。VMPC损伤消除了“百事悖论”的结果表明，VMPC是将商业形象转化为品牌偏好的神经基质的重要组成部分。
Human decision-making is remarkably susceptible to commercial advertising, yet the neurobiological basis of this phenomenon remains largely unexplored. With a series of Coke and Pepsi taste tests we show that patients with damage specifically involving ventromedial prefrontal cortex (VMPC), an area important for emotion, did not demonstrate the normal preference bias when exposed to brand information. Both comparison groups (neurologically normal adults and lesion patients with intact VMPC) preferred Pepsi in a blind taste test, but in subsequent taste tests that featured brand information ('semi-blind' taste tests), both comparison groups preferences were skewed toward Coke, illustrating the so-called 'Pepsi paradox'. Like comparison groups, the VMPC patients preferred Pepsi in the blind taste test, but unlike comparison groups, the VMPC patients maintained their Pepsi preference in the semi-blind test. The result that VMPC damage abolishes the 'Pepsi paradox' suggests that the VMPC is an important part of the neural substrate for translating commercial images into brand preferences.