Common neural value representations of hedonic and utilitarian products in the ventral striatum: An fMRI study

Abstract Hedonic goods are goods that people buy to obtain emotional experiences, such as joy or excitement, while utilitarian goods are bought to meet functional or instrumental needs. Although research in neuroscience suggests that the values of hedonic and utilitarian goods are similarly represen...

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Autores principales:	Kosuke Motoki, Motoaki Sugiura, Ryuta Kawashima
Formato:	article
Lenguaje:	EN
Publicado:	Nature Portfolio 2019
Materias:	Medicine R Science Q
Acceso en línea:	https://doaj.org/article/3b6a6ee51b44476bbb38ce462439226c
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spelling	oai:doaj.org-article:3b6a6ee51b44476bbb38ce462439226c2021-12-02T15:08:59ZCommon neural value representations of hedonic and utilitarian products in the ventral striatum: An fMRI study10.1038/s41598-019-52159-92045-2322https://doaj.org/article/3b6a6ee51b44476bbb38ce462439226c2019-10-01T00:00:00Zhttps://doi.org/10.1038/s41598-019-52159-9https://doaj.org/toc/2045-2322Abstract Hedonic goods are goods that people buy to obtain emotional experiences, such as joy or excitement, while utilitarian goods are bought to meet functional or instrumental needs. Although research in neuroscience suggests that the values of hedonic and utilitarian goods are similarly represented, it remains largely unknown how these values are mapped during purchasing decisions or task-irrelevant judgments. It has been suggested that people rely more on hedonic (vs. utilitarian) factors when making task-irrelevant judgments, and that this is amplified by trait-reward seeking. Functional magnetic resonance imaging (fMRI) can directly measure the mental processes involved in explicit or task-irrelevant value judgments. Using fMRI, we found that the explicit value of hedonic and utilitarian goods was commonly processed in the ventral striatum. In contrast, no significant results were obtained in common neural processing of task-irrelevant hedonic and utilitarian value. Additionally, we did not find any evidence that trait-reward seeking modulates task-irrelevant hedonic (vs. utilitarian) value processing. Our findings show that the value of both hedonic and utilitarian goods is commonly represented in the ventral striatum, and indicate that the value construct underlying consumer purchases is unidimensional.Kosuke MotokiMotoaki SugiuraRyuta KawashimaNature PortfolioarticleMedicineRScienceQENScientific Reports, Vol 9, Iss 1, Pp 1-10 (2019)
institution	DOAJ
collection	DOAJ
language	EN
topic	Medicine R Science Q
spellingShingle	Medicine R Science Q Kosuke Motoki Motoaki Sugiura Ryuta Kawashima Common neural value representations of hedonic and utilitarian products in the ventral striatum: An fMRI study
description	Abstract Hedonic goods are goods that people buy to obtain emotional experiences, such as joy or excitement, while utilitarian goods are bought to meet functional or instrumental needs. Although research in neuroscience suggests that the values of hedonic and utilitarian goods are similarly represented, it remains largely unknown how these values are mapped during purchasing decisions or task-irrelevant judgments. It has been suggested that people rely more on hedonic (vs. utilitarian) factors when making task-irrelevant judgments, and that this is amplified by trait-reward seeking. Functional magnetic resonance imaging (fMRI) can directly measure the mental processes involved in explicit or task-irrelevant value judgments. Using fMRI, we found that the explicit value of hedonic and utilitarian goods was commonly processed in the ventral striatum. In contrast, no significant results were obtained in common neural processing of task-irrelevant hedonic and utilitarian value. Additionally, we did not find any evidence that trait-reward seeking modulates task-irrelevant hedonic (vs. utilitarian) value processing. Our findings show that the value of both hedonic and utilitarian goods is commonly represented in the ventral striatum, and indicate that the value construct underlying consumer purchases is unidimensional.
format	article
author	Kosuke Motoki Motoaki Sugiura Ryuta Kawashima
author_facet	Kosuke Motoki Motoaki Sugiura Ryuta Kawashima
author_sort	Kosuke Motoki
title	Common neural value representations of hedonic and utilitarian products in the ventral striatum: An fMRI study
title_short	Common neural value representations of hedonic and utilitarian products in the ventral striatum: An fMRI study
title_full	Common neural value representations of hedonic and utilitarian products in the ventral striatum: An fMRI study
title_fullStr	Common neural value representations of hedonic and utilitarian products in the ventral striatum: An fMRI study
title_full_unstemmed	Common neural value representations of hedonic and utilitarian products in the ventral striatum: An fMRI study
title_sort	common neural value representations of hedonic and utilitarian products in the ventral striatum: an fmri study
publisher	Nature Portfolio
publishDate	2019
url	https://doaj.org/article/3b6a6ee51b44476bbb38ce462439226c
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Common neural value representations of hedonic and utilitarian products in the ventral striatum: An fMRI study

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