Led into temptation? Rewarding brand logos bias the neural encoding of incidental economic decisions.

Human decision-making is driven by subjective values assigned to alternative choice options. These valuations are based on reward cues. It is unknown, however, whether complex reward cues, such as brand logos, may bias the neural encoding of subjective value in unrelated decisions. In this functiona...

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Autores principales:	Carsten Murawski, Philip G Harris, Stefan Bode, Juan F Domínguez D, Gary F Egan
Formato:	article
Lenguaje:	EN
Publicado:	Public Library of Science (PLoS) 2012
Materias:	Medicine R Science Q
Acceso en línea:	https://doaj.org/article/44d15ea9aac24d2082d95eb47625fbaa
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spelling	oai:doaj.org-article:44d15ea9aac24d2082d95eb47625fbaa2021-11-18T07:23:36ZLed into temptation? Rewarding brand logos bias the neural encoding of incidental economic decisions.1932-620310.1371/journal.pone.0034155https://doaj.org/article/44d15ea9aac24d2082d95eb47625fbaa2012-01-01T00:00:00Zhttps://www.ncbi.nlm.nih.gov/pmc/articles/pmid/22479547/pdf/?tool=EBIhttps://doaj.org/toc/1932-6203Human decision-making is driven by subjective values assigned to alternative choice options. These valuations are based on reward cues. It is unknown, however, whether complex reward cues, such as brand logos, may bias the neural encoding of subjective value in unrelated decisions. In this functional magnetic resonance imaging (fMRI) study, we subliminally presented brand logos preceding intertemporal choices. We demonstrated that priming biased participants' preferences towards more immediate rewards in the subsequent temporal discounting task. This was associated with modulations of the neural encoding of subjective values of choice options in a network of brain regions, including but not restricted to medial prefrontal cortex. Our findings demonstrate the general susceptibility of the human decision making system to apparently incidental contextual information. We conclude that the brain incorporates seemingly unrelated value information that modifies decision making outside the decision-maker's awareness.Carsten MurawskiPhilip G HarrisStefan BodeJuan F Domínguez DGary F EganPublic Library of Science (PLoS)articleMedicineRScienceQENPLoS ONE, Vol 7, Iss 3, p e34155 (2012)
institution	DOAJ
collection	DOAJ
language	EN
topic	Medicine R Science Q
spellingShingle	Medicine R Science Q Carsten Murawski Philip G Harris Stefan Bode Juan F Domínguez D Gary F Egan Led into temptation? Rewarding brand logos bias the neural encoding of incidental economic decisions.
description	Human decision-making is driven by subjective values assigned to alternative choice options. These valuations are based on reward cues. It is unknown, however, whether complex reward cues, such as brand logos, may bias the neural encoding of subjective value in unrelated decisions. In this functional magnetic resonance imaging (fMRI) study, we subliminally presented brand logos preceding intertemporal choices. We demonstrated that priming biased participants' preferences towards more immediate rewards in the subsequent temporal discounting task. This was associated with modulations of the neural encoding of subjective values of choice options in a network of brain regions, including but not restricted to medial prefrontal cortex. Our findings demonstrate the general susceptibility of the human decision making system to apparently incidental contextual information. We conclude that the brain incorporates seemingly unrelated value information that modifies decision making outside the decision-maker's awareness.
format	article
author	Carsten Murawski Philip G Harris Stefan Bode Juan F Domínguez D Gary F Egan
author_facet	Carsten Murawski Philip G Harris Stefan Bode Juan F Domínguez D Gary F Egan
author_sort	Carsten Murawski
title	Led into temptation? Rewarding brand logos bias the neural encoding of incidental economic decisions.
title_short	Led into temptation? Rewarding brand logos bias the neural encoding of incidental economic decisions.
title_full	Led into temptation? Rewarding brand logos bias the neural encoding of incidental economic decisions.
title_fullStr	Led into temptation? Rewarding brand logos bias the neural encoding of incidental economic decisions.
title_full_unstemmed	Led into temptation? Rewarding brand logos bias the neural encoding of incidental economic decisions.
title_sort	led into temptation? rewarding brand logos bias the neural encoding of incidental economic decisions.
publisher	Public Library of Science (PLoS)
publishDate	2012
url	https://doaj.org/article/44d15ea9aac24d2082d95eb47625fbaa
work_keys_str_mv	AT carstenmurawski ledintotemptationrewardingbrandlogosbiastheneuralencodingofincidentaleconomicdecisions AT philipgharris ledintotemptationrewardingbrandlogosbiastheneuralencodingofincidentaleconomicdecisions AT stefanbode ledintotemptationrewardingbrandlogosbiastheneuralencodingofincidentaleconomicdecisions AT juanfdominguezd ledintotemptationrewardingbrandlogosbiastheneuralencodingofincidentaleconomicdecisions AT garyfegan ledintotemptationrewardingbrandlogosbiastheneuralencodingofincidentaleconomicdecisions
_version_	1718423530388848640

Led into temptation? Rewarding brand logos bias the neural encoding of incidental economic decisions.

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