Neuroscience of Preference and Choice: Cognitive and Neural Mechanisms

Neuroscience of Preference and Choice\r......Page 2
Copyright......Page 5
Preface......Page 12
Contributors......Page 14
Neuroscience of Preference and Choice......Page 4
1 The Neurobiology of Preferences......Page 18
The Neuroscience of Decision-Making......Page 19
The Nature of Preferences......Page 20
Revealed Preferences or Behavioral Biases?......Page 21
Competing Valuation Systems......Page 22
Searching for a Hedonimeter......Page 23
The Randomness of Choice......Page 24
Different Types of Value?......Page 25
Dynamic Changes in Preference......Page 26
What are the Potential Neural Mechanisms underlying preference......Page 27
Regionally-Specific Encoding of Intrinsic Value......Page 28
A Change in Neural Sensitivity within a Brain Region......Page 30
Distributed Encoding of Value by Neurotransmitters......Page 33
Change in Neural Activity Coupled to Action......Page 35
Change in Regional Connectivity and Modulation of Preference......Page 36
Conclusion......Page 37
References......Page 38
Introduction......Page 48
Reinforcement Learning......Page 50
Model-based Control......Page 53
Model-free Control......Page 55
Pavlovian Control......Page 57
Net Choice......Page 59
Interaction......Page 61
Discussion......Page 62
Acknowledgments......Page 63
References......Page 64
Introduction......Page 68
How the Brain Creates Images of Possible Future Events......Page 70
Predicting Choice......Page 72
Altered by Choice......Page 73
The Role of Dopamine......Page 75
Biases in Predicting Emotional Reactions......Page 76
Why Mental Simulations are Biased......Page 77
Biased Memories......Page 78
Motivational Modulation......Page 79
Adaptation and Re-evaluation......Page 81
Mismatch of Motivational States......Page 82
Conclusion......Page 83
References......Page 84
Introduction......Page 90
How Choice Changes Preferences in Adult Humans......Page 92
The Origins of Choice-Based Preference Reversals......Page 93
How Framing Affects Choice in Adult Humans......Page 96
Framing Effects in Capuchin Monkeys......Page 99
How Studies of the Origin of Choice Biases Inform Adult Human Decision-Making......Page 102
References......Page 104
5 The Effect of Context on Choice and Value......Page 108
Brief Historical Overview......Page 109
Effect of Context on Choices......Page 112
The Framing Effect: the Role of Amygdala in Mediating Appetitive-Aversive Responses......Page 113
The Framing Effect: Inter-Subjects Variability and Neural Modulation......Page 118
The Status Quo Bias......Page 121
Effect of Context on Values......Page 122
The Role of Ventromedial Prefrontal Cortex in Representing Contextual Information......Page 123
Reference-Dependent Values in Orbitofrontal Cortex......Page 124
The Endowment Effect: A Case of Reference-Dependent Value Computation......Page 125
The Neurobiology of Loss Aversion......Page 127
Conclusions......Page 129
References......Page 130
Introduction......Page 136
Choice Blindness......Page 140
Choice Blindness and Preference Change for Faces......Page 142
Choice Blindness and Preference Change for Risky Choices......Page 145
Choice Blindness and Preference Change for Political Opinion......Page 147
Discussion......Page 150
References......Page 153
Introduction......Page 158
The Paradox of Choice......Page 159
Neoclassical Explorations......Page 163
Behavioral Explanations......Page 164
The Neural Basis of Decision-Making......Page 168
Neural Activity and the Effect of Alternatives......Page 172
Set-Size Effects and the Neural Representation of Subjective Value......Page 176
Conclusion......Page 182
References......Page 184
8 Social Factors and Preference Change......Page 191
Audience Effects in Non-Human Animals......Page 192
The Neural Basis of Audience Effects......Page 193
The Neural Basis of our Reputation......Page 194
Increasing Preference for the Imitator......Page 196
Neural Basis of Imitation Effects......Page 197
The Behavior and Experience of Others......Page 198
Similarity......Page 199
Competition......Page 200
Social Yardsticks......Page 201
Fairness and Equity......Page 202
Tracking the Rewards of Others......Page 203
Learning about Trustworthiness from Interactions......Page 204
Learning about Trustworthiness from Gossip......Page 205
Conformity......Page 206
What Will He Think of My Offer?......Page 207
What Does He Think I Will Think of His Offer?......Page 209
Decisions Made by Interacting Minds......Page 210
How Group Decisions Can Be Better Than Individual Decisions......Page 211
Explicit Information Sharing......Page 212
Acknowledgments......Page 214
References......Page 215
Introduction......Page 222
Emotional Factors......Page 223
Social Factors and Emotional Influences......Page 229
Conclusions......Page 235
References......Page 236
Introduction......Page 242
Annoying Sounds......Page 243
Voices......Page 246
Instrument Sounds......Page 250
Consonance and Dissonance of Chords......Page 251
Exposure and Familiarity......Page 255
Complexity......Page 257
Emotion......Page 260
Pleasurable Moments in Music......Page 261
Open Issues in Music Aesthetics......Page 263
Acknowledgments......Page 264
References......Page 265
11 The Flexibility of Chemosensory Preferences......Page 272
Immutability Versus Flexibility of Chemosensory Preferences......Page 273
Aims and Structure of this Chapter......Page 274
Needs and Chemosensory Preferences......Page 275
Values and Chemosensory Preferences......Page 276
Amygdala: A Central Structure in Needs-, Goals- and Values-Related Relevance......Page 277
The Role of Aversive and Appetitive Conditioning......Page 278
The Mere Exposure Effect with Olfactory Stimuli......Page 279
The Role of Culture and Social Appraisal......Page 280
Impact of Inputs from Other Sensory Modalities......Page 281
Verbal Labels and Smells......Page 282
The Influence of Brands on Beverage Preferences......Page 283
Conclusion......Page 284
References......Page 285
Gaze and Preference......Page 292
Novelty Versus Familiarity......Page 295
How Does Gaze Interact With Memory in Preference Decision?......Page 296
Dynamic and Time-Evolving Process Towards Preference Decision......Page 305
References......Page 306
Introduction......Page 310
Samuelson Meets Weber......Page 311
Search and the Choice Process......Page 313
The Drift-Diffusion Model and Small Choice Sets......Page 315
Next Steps......Page 317
References......Page 319
Introduction......Page 320
Routes to Behavior Change......Page 322
Goal-Directed Systems......Page 326
Habit Systems......Page 327
Action Habits......Page 328
Mental Habits......Page 329
Impulsive (Pavlovian) Systems......Page 330
Affective Systems......Page 331
Information......Page 334
Incentives......Page 336
Incentives for Habitual Control......Page 337
Incentives for Impulsive Control......Page 338
Cues for Habitual Control......Page 340
Cues for Impulsive Control......Page 341
Conclusion......Page 344
References......Page 345
Index......Page 352