Valuations of target items are drawn towards unavailable decoy items due to prior expectations.

When people make choices, the items they consider are often embedded in a context (of other items). How this context affects the valuation of the specific item is an important question. High-value context might make items appear less attractive because of contrast-the tendency to normalize perception of an object relative to its background-or more attractive because of assimilation-the tendency to group objects together.

Pre-acquired Functional Connectivity Predicts Choice Inconsistency.

Economic choice theories usually assume that humans maximize utility in their choices. However, studies have shown that humans make inconsistent choices, leading to suboptimal behavior, even without context-dependent manipulations. Previous studies showed that activation in value and motor networks are associated with inconsistent choices at the moment of choice.

DeePay: deep learning decodes EEG to predict consumer's willingness to pay for neuromarketing.

There is an increasing demand within consumer-neuroscience (or neuromarketing) for objective neural measures to quantify consumers' subjective valuations and predict responses to marketing campaigns. However, the properties of EEG raise difficulties for these aims: small datasets, high dimensionality, elaborate manual feature extraction, intrinsic noise, and between-subject variations. We aimed to overcome these limitations by combining unique techniques of Deep Learning Networks (DLNs), while providing interpretable results for neuroscientific and decision-making insight.

The effect of perceptual organization on numerical and preference-based decisions shows inter-subject correlation.

Individual differences in cognitive processing have been the subject of intensive research. One important type of such individual differences is the tendency for global versus local processing, which was shown to correlate with a wide range of processing differences in fields such as decision making, social judgments and creativity. Yet, whether these global/local processing tendencies are correlated within a subject across different domains is still an open question.

Neural and functional validation of fMRI-informed EEG model of right inferior frontal gyrus activity.

The right inferior frontal gyrus (rIFG) is a region involved in the neural underpinning of cognitive control across several domains such as inhibitory control and attentional allocation process. Therefore, it constitutes a desirable neural target for brain-guided interventions such as neurofeedback (NF). To date, rIFG-NF has shown beneficial ability to rehabilitate or enhance cognitive functions using functional Magnetic Resonance Imaging (fMRI-NF).

Similar functional networks predict performance in both perceptual and value-based decision tasks.

There are numerous commonalities between perceptual and preferential decision processes. For instance, previous studies have shown that both of these decision types are influenced by context. Also, the same computational models can explain both.

Lie to my face: An electromyography approach to the study of deceptive behavior.

Background: Deception is present in all walks of life, from social interactions to matters of homeland security. Nevertheless, reliable indicators of deceptive behavior in real-life scenarios remain elusive.

Methods: By integrating electrophysiological and communicative approaches, we demonstrate a new and objective detection approach to identify participant-specific indicators of deceptive behavior in an interactive scenario of a two-person deception task.

Attraction to similar options: The Gestalt law of proximity is related to the attraction effect.

Previous studies have suggested that there are common mechanisms between perceptual and value-based processes. For instance, both perceptual and value-based choices are highly influenced by the context in which the choices are made. However, the mechanisms which allow context to influence our choice process as well as the extent of the similarity between the perceptual and preferential processes are still unclear.

Contribution of self- and other-regarding motives to (dis)honesty.

Why would people tell the truth when there is an obvious gain in lying and no risk of being caught? Previous work suggests the involvement of two motives, self-interest and regard for others. However, it remains unknown if these motives are related or distinctly contribute to (dis)honesty, and what are the neural instantiations of these motives. Using a modified Message Game task, in which a Sender sends a dishonest (yet profitable) or honest (less profitable) message to a Receiver, we found that these two motives contributed to dishonesty independently.

Item Features Interact With Item Category in Their Influence on Preferences.

Low-level visual features are known to play a role in value-based decision-making. However, most previous studies focused on the role of only a single low-level feature or only for one type of item. These studies also used only one method of measurement and provided a theory accounting for those specific findings.

The formation of preference in risky choice.

A key question in decision-making is how people integrate amounts and probabilities to form preferences between risky alternatives. Here we rely on the general principle of integration-to-boundary to develop several biologically plausible process models of risky-choice, which account for both choices and response-times. These models allowed us to contrast two influential competing theories: i) within-alternative evaluations, based on multiplicative interaction between amounts and probabilities, ii) within-attribute comparisons across alternatives.

Bounded rationality in C. elegans is explained by circuit-specific normalization in chemosensory pathways.

Rational choice theory assumes optimality in decision-making. Violations of a basic axiom of economic rationality known as "Independence of Irrelevant Alternatives" (IIA) have been demonstrated in both humans and animals and could stem from common neuronal constraints. Here we develop tests for IIA in the nematode Caenorhabditis elegans, an animal with only 302 neurons, using olfactory chemotaxis assays.

The neural computation of inconsistent choice behavior.

Humans are often inconsistent (irrational) when choosing among simple bundles of goods, even without any particular changes to framing or context. However, the neural computations that give rise to such inconsistencies are still unknown. Similar to sensory perception and motor output, we propose that a substantial component of inconsistent behavior is due to variability in the neural computation of value.

A gateway to consumers' minds: Achievements, caveats, and prospects of electroencephalography-based prediction in neuromarketing.

In the last decade, the field of consumer neuroscience, or neuromarketing, has been flourishing, with numerous publications, academic programs, initiatives, and companies. The demand for objective neural measures to quantify consumers' preferences and predict responses to marketing campaigns is ever on the rise, particularly due to the limitations of traditional marketing techniques, such as questionnaires, focus groups, and interviews. However, research has yet to converge on a unified methodology or conclusive results that can be applied in the industry.

Objective Physiological Measurements but Not Subjective Reports Moderate the Effect of Hunger on Choice Behavior.

Hunger is a powerful driver of human behavior, and is therefore of great interest to the study of psychology, economics, and consumer behavior. Assessing hunger levels in experiments is often biased, when using self-report methods, or complex, when using blood tests. We propose a novel way of objectively measuring subjects' levels of hunger by identifying levels of alpha-amylase (AA) enzyme in their saliva samples.

Common Sense in Choice: The Effect of Sensory Modality on Neural Value Representations.

Although it is well established that the ventromedial prefrontal cortex (vmPFC) represents value using a common currency across categories of rewards, it is unknown whether the vmPFC represents value irrespective of the sensory modality in which alternatives are presented. In the current study, male and female human subjects completed a decision-making task while their neural activity was recorded using functional magnetic resonance imaging. On each trial, subjects chose between a safe alternative and a lottery, which was presented visually or aurally.

Impairment of decision-making in multiple sclerosis: A neuroeconomic approach.

Objective: To assess the decision-making impairment in patients with multiple sclerosis (MS) and how they relate to other cognitive domains.

Methods: We performed a cross-sectional analysis in 84 patients with MS, and 21 matched healthy controls using four tasks taken from behavioral economics: (1) risk preferences, (2) choice consistency, (3) delay of gratification, and (4) rate of learning. All tasks were conducted using real-world reward outcomes (food or money) in different real-life conditions.

A computational hypothesis for allostasis: delineation of substance dependence, conventional therapies, and alternative treatments.

The allostatic theory of drug abuse describes the brain's reward system alterations as substance misuse progresses. Neural adaptations arising from the reward system itself and from the antireward system provide the subject with functional stability, while affecting the person's mood. We propose a computational hypothesis describing how a virtual subject's drug consumption, cognitive substrate, and mood interface with reward and antireward systems.

State dependent valuation: the effect of deprivation on risk preferences.

The internal state of an organism affects its choices. Previous studies in various non-human animals have demonstrated a complex, and in some cases non-monotonic, interaction between internal state and risk preferences. Our aim was to examine the systematic effects of deprivation on human decision-making across various reward types.

The root of all value: a neural common currency for choice.

How do humans make choices between different types of rewards? Economists have long argued on theoretical grounds that humans typically make these choices as if the values of the options they consider have been mapped to a single common scale for comparison. Neuroimaging studies in humans have recently begun to suggest the existence of a small group of specific brain sites that appear to encode the subjective values of different types of rewards on a neural common scale, almost exactly as predicted by theory. We have conducted a meta analysis using data from thirteen different functional magnetic resonance imaging studies published in recent years and we show that the principle brain area associated with this common representation is a subregion of the ventromedial prefrontal cortex (vmPFC)/orbitofrontal cortex (OFC).

Comparing apples and oranges: using reward-specific and reward-general subjective value representation in the brain.

The ability of human subjects to choose between disparate kinds of rewards suggests that the neural circuits for valuing different reward types must converge. Economic theory suggests that these convergence points represent the subjective values (SVs) of different reward types on a common scale for comparison. To examine these hypotheses and to map the neural circuits for reward valuation we had food and water-deprived subjects make risky choices for money, food, and water both in and out of a brain scanner.

Impairment of aversive memory reconsolidation by localized intracranial electrical stimulation.

Reconsolidation of long-term memory is blocked in animal models by macromolecular synthesis inhibitors, resulting in item-specific post-retrieval amnesia. The induction of such amnesia could ameliorate traumatic memories and phobias. However, this pharmacological approach is of limited value in humans because of toxicity.

Repeated high-frequency transcranial magnetic stimulation over the dorsolateral prefrontal cortex reduces cigarette craving and consumption.

Aims: To evaluate the effect of repeated high-frequency transcranial magnetic stimulation (rTMS) of the left dorsolateral prefrontal cortex (DLPFC), combined with either smoking or neutral cues, on cigarette consumption, dependence and craving.

Design: Participants were divided randomly to real and sham stimulation groups. Each group was subdivided randomly into two subgroups presented with either smoking-related or neutral pictures just before the daily TMS intervention.

Dissociation between rewarding and psychomotor effects of opiates: differential roles for glutamate receptors within anterior and posterior portions of the ventral tegmental area.

The rewarding effects of drugs of abuse are thought to be dependent on the mesocorticolimbic dopamine system, which originates in the ventral tegmental area (VTA) and projects into the nucleus accumbens (NAC) and other forebrain regions. Heroin, by inhibiting GABAergic interneurons in the VTA, induces local dopaminergic activation and release in the NAC terminals. The role of other basic neurotransmitter systems, such as glutamate in the VTA, in mediating the rewarding effect of addictive drugs, is less established.

Repeated electrical stimulation of reward-related brain regions affects cocaine but not "natural" reinforcement.

Drug addiction is associated with long-lasting neuronal adaptations including alterations in dopamine and glutamate receptors in the brain reward system. Treatment strategies for cocaine addiction and especially the prevention of craving and relapse are limited, and their effectiveness is still questionable. We hypothesized that repeated stimulation of the brain reward system can induce localized neuronal adaptations that may either potentiate or reduce addictive behaviors.