How context alters value: The brain’s valuation and affective regulation system link price cues to experienced taste pleasantness

Abstract Informational cues such as the price of a wine can trigger expectations about its taste quality and thereby modulate the sensory experience on a reported and neural level. Yet it is unclear how the brain translates such expectations into sensory pleasantness. We used a whole-brain multileve...

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Autores principales:	Liane Schmidt, Vasilisa Skvortsova, Claus Kullen, Bernd Weber, Hilke Plassmann
Formato:	article
Lenguaje:	EN
Publicado:	Nature Portfolio 2017
Materias:	Medicine R Science Q
Acceso en línea:	https://doaj.org/article/658c41007fd8483a8121f5ee8625cc70
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spelling	oai:doaj.org-article:658c41007fd8483a8121f5ee8625cc702021-12-02T15:05:33ZHow context alters value: The brain’s valuation and affective regulation system link price cues to experienced taste pleasantness10.1038/s41598-017-08080-02045-2322https://doaj.org/article/658c41007fd8483a8121f5ee8625cc702017-08-01T00:00:00Zhttps://doi.org/10.1038/s41598-017-08080-0https://doaj.org/toc/2045-2322Abstract Informational cues such as the price of a wine can trigger expectations about its taste quality and thereby modulate the sensory experience on a reported and neural level. Yet it is unclear how the brain translates such expectations into sensory pleasantness. We used a whole-brain multilevel mediation approach with healthy participants who tasted identical wines cued with different prices while their brains were scanned using fMRI. We found that the brain’s valuation system (BVS) in concert with the anterior prefrontal cortex played a key role in implementing the effect of price cues on taste pleasantness ratings. The sensitivity of the BVS to monetary rewards outside the taste domain moderated the strength of these effects. These findings provide novel evidence for the fundamental role that neural pathways linked to motivation and affective regulation play for the effect of informational cues on sensory experiences.Liane SchmidtVasilisa SkvortsovaClaus KullenBernd WeberHilke PlassmannNature PortfolioarticleMedicineRScienceQENScientific Reports, Vol 7, Iss 1, Pp 1-13 (2017)
institution	DOAJ
collection	DOAJ
language	EN
topic	Medicine R Science Q
spellingShingle	Medicine R Science Q Liane Schmidt Vasilisa Skvortsova Claus Kullen Bernd Weber Hilke Plassmann How context alters value: The brain’s valuation and affective regulation system link price cues to experienced taste pleasantness
description	Abstract Informational cues such as the price of a wine can trigger expectations about its taste quality and thereby modulate the sensory experience on a reported and neural level. Yet it is unclear how the brain translates such expectations into sensory pleasantness. We used a whole-brain multilevel mediation approach with healthy participants who tasted identical wines cued with different prices while their brains were scanned using fMRI. We found that the brain’s valuation system (BVS) in concert with the anterior prefrontal cortex played a key role in implementing the effect of price cues on taste pleasantness ratings. The sensitivity of the BVS to monetary rewards outside the taste domain moderated the strength of these effects. These findings provide novel evidence for the fundamental role that neural pathways linked to motivation and affective regulation play for the effect of informational cues on sensory experiences.
format	article
author	Liane Schmidt Vasilisa Skvortsova Claus Kullen Bernd Weber Hilke Plassmann
author_facet	Liane Schmidt Vasilisa Skvortsova Claus Kullen Bernd Weber Hilke Plassmann
author_sort	Liane Schmidt
title	How context alters value: The brain’s valuation and affective regulation system link price cues to experienced taste pleasantness
title_short	How context alters value: The brain’s valuation and affective regulation system link price cues to experienced taste pleasantness
title_full	How context alters value: The brain’s valuation and affective regulation system link price cues to experienced taste pleasantness
title_fullStr	How context alters value: The brain’s valuation and affective regulation system link price cues to experienced taste pleasantness
title_full_unstemmed	How context alters value: The brain’s valuation and affective regulation system link price cues to experienced taste pleasantness
title_sort	how context alters value: the brain’s valuation and affective regulation system link price cues to experienced taste pleasantness
publisher	Nature Portfolio
publishDate	2017
url	https://doaj.org/article/658c41007fd8483a8121f5ee8625cc70
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How context alters value: The brain’s valuation and affective regulation system link price cues to experienced taste pleasantness

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