2014年3月31日月曜日

Changing value through cued approach: an automatic mechanism of behavior change

Tom Schonberg, Akram Bakkour, Ashleigh M Hover, Jeanette A Mumford, Lakshya Nagar, Jacob Perez & Russell A Poldrack
Nature Neuroscience 17, 625–630 (2014)

「ある商品を見せられると同時に音が鳴り,素早くボタンを押すことが求められる」という実験課題.
それだけで、その商品に対する主観的価値(評価)が上昇する.
また,価値をコードしている脳部位(vmPFC:前頭前野内腹側部)の活動もそれに対応して変化する.

It is believed that choice behavior reveals the underlying value of goods. The subjective values of stimuli can be changed through reward-based learning mechanisms as well as by modifying the description of the decision problem, but it has yet to be shown that preferences can be manipulated by perturbing intrinsic values of individual items. Here we show that the value of food items can be modulated by the concurrent presentation of an irrelevant auditory cue to which subjects must make a simple motor response (i.e., cue-approach training). Follow-up tests showed that the effects of this pairing on choice lasted at least 2 months after prolonged training. Eye-tracking during choice confirmed that cue-approach training increased attention to the cued items. Neuroimaging revealed the neural signature of a value change in the form of amplified preference-related activity in ventromedial prefrontal cortex.

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