PMID- 21209196
OWN - NLM
STAT- MEDLINE
DCOM- 20110204
LR  - 20211020
IS  - 1529-2401 (Electronic)
IS  - 0270-6474 (Print)
IS  - 0270-6474 (Linking)
VI  - 31
IP  - 1
DP  - 2011 Jan 5
TI  - Choice from non-choice: predicting consumer preferences from blood oxygenation 
      level-dependent signals obtained during passive viewing.
PG  - 118-25
LID - 10.1523/JNEUROSCI.3214-10.2011 [doi]
AB  - 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 functional 
      magnetic resonance imaging 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.
FAU - Levy, Ifat
AU  - Levy I
AD  - Section of Comparative Medicine, Yale University School of Medicine, New Haven, 
      Connecticut 06520, USA. ifat.levy@yale.edu
FAU - Lazzaro, Stephanie C
AU  - Lazzaro SC
FAU - Rutledge, Robb B
AU  - Rutledge RB
FAU - Glimcher, Paul W
AU  - Glimcher PW
LA  - eng
GR  - R01 NS054775/NS/NINDS NIH HHS/United States
GR  - R01 NS054775-05/NS/NINDS NIH HHS/United States
GR  - R01-NS054775/NS/NINDS NIH HHS/United States
PT  - Journal Article
PT  - Research Support, N.I.H., Extramural
PL  - United States
TA  - J Neurosci
JT  - The Journal of neuroscience : the official journal of the Society for 
      Neuroscience
JID - 8102140
RN  - S88TT14065 (Oxygen)
SB  - IM
MH  - Adolescent
MH  - Adult
MH  - Brain/*blood supply
MH  - *Brain Mapping
MH  - Choice Behavior/*physiology
MH  - *Consumer Behavior
MH  - Female
MH  - Humans
MH  - Imaging, Three-Dimensional/methods
MH  - Magnetic Resonance Imaging
MH  - Male
MH  - Neuropsychological Tests
MH  - Oxygen/blood
MH  - Photic Stimulation/methods
MH  - Regression Analysis
MH  - Reward
MH  - Young Adult
PMC - PMC3078717
MID - NIHMS261989
EDAT- 2011/01/07 06:00
MHDA- 2011/02/05 06:00
PMCR- 2011/07/05
CRDT- 2011/01/07 06:00
PHST- 2011/01/07 06:00 [entrez]
PHST- 2011/01/07 06:00 [pubmed]
PHST- 2011/02/05 06:00 [medline]
PHST- 2011/07/05 00:00 [pmc-release]
AID - 31/1/118 [pii]
AID - 3657534 [pii]
AID - 10.1523/JNEUROSCI.3214-10.2011 [doi]
PST - ppublish
SO  - J Neurosci. 2011 Jan 5;31(1):118-25. doi: 10.1523/JNEUROSCI.3214-10.2011.