Neural correlates of cognitive dissonance and choice-induced preference change
Neural correlates of cognitive dissonance and choice-induced preference change
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DOI：
10.1073/pnas.1011879108
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发表时间：
2010-12-21
影响因子：
11.1
通讯作者：
Matsumoto, Kenji
中科院分区：
文献类型：
--
作者：
Izuma, Keise;Matsumoto, Madoka;Matsumoto, Kenji
根据许多现代经济理论，行为只是反映个人的偏好，而一种名为“认知失调”的心理现象声称，行为也能创造偏好。认知不和谐理论认为，在两个相同偏好的项目之间做出艰难的选择后，拒绝喜欢的项目的行为会引起一种不舒服的感觉(认知不和谐)，这反过来又会激励个人改变他们的偏好，以匹配他们之前的决定(即减少对被拒绝项目的偏好)。然而，最近，Chen和Rise[Chen K，Rise J(2010)J Pers Soc Penol 99：573-594]指出了一个严重的方法论问题，这让人们对过去50年来研究的选择诱导偏好变化的存在产生了怀疑。在这里，我们使用适当的控制条件和两种偏好测量(自我报告和脑活动)发现，仅仅是做出选择的行为就可以改变自我报告偏好及其神经表征(即纹状体活动)，从而为选择诱导偏好变化提供了强有力的证据。此外，我们的数据表明，前扣带回皮质和背外侧前额叶皮质在逐个试验的基础上跟踪认知失调的程度。我们的发现为了解行为如何改变个人喜好的神经基础提供了重要的见解。
According to many modern economic theories, actions simply reflect an individual's preferences, whereas a psychological phenomenon called "cognitive dissonance" claims that actions can also create preference. Cognitive dissonance theory states that after making a difficult choice between two equally preferred items, the act of rejecting a favorite item induces an uncomfortable feeling ( cognitive dissonance), which in turn motivates individuals to change their preferences to match their prior decision (i.e., reducing preference for rejected items). Recently, however, Chen and Risen [Chen K, Risen J (2010) J Pers Soc Psychol 99: 573-594] pointed out a serious methodological problem, which casts a doubt on the very existence of this choice-induced preference change as studied over the past 50 y. Here, using a proper control condition and two measures of preferences (self-report and brain activity), we found that the mere act of making a choice can change self-report preference as well as its neural representation (i.e., striatum activity), thus providing strong evidence for choice-induced preference change. Furthermore, our data indicate that the anterior cingulate cortex and dorsolateral prefrontal cortex tracked the degree of cognitive dissonance on a trial-by-trial basis. Our findings provide important insights into the neural basis of how actions can alter an individual's preferences.