Marketing Papers
Document Type
Technical Report
Date of this Version
3-26-2008
Publication Source
Journal of Neuroscience, The
Volume
28
Issue
13
Start Page
3468
Last Page
3473
DOI
10.1523/JNEUROSCI.4195-07.2008
Abstract
Decision conflict occurs when people feel uncertain as to which option to choose from a set of similarly attractive (or unattractive) options, with many studies demonstrating that this conflict can lead to suboptimal decision making. In this article, we investigate the neurobiological underpinnings of decision conflict, in particular, the involvement of the anterior cingulate cortex (ACC). Previous studies have implicated the ACC in conflict monitoring during perceptual tasks, but there is considerable controversy as to whether the ACC actually indexes conflict related to choice, or merely conflict related to selection of competing motor responses. In a functional magnetic resonance imaging study, we dissociate the decision and response phases of a decision task, and show that the ACC does indeed index conflict at the decision stage. Furthermore, we sho that it does so for a complex decision task, one that requires the integration of beliefs and preferences and not just perceptual judgments.
Copyright/Permission Statement
This article is available Open Access under a Creative Commons Attribution 4.0 International License (CC BY 4.0).
Keywords
conflict, decision, fMRI, anterior cingulate cortex, preferences, attractiveness
Recommended Citation
Pochon, J., Riis, J., Sanfey, A. G., Nystrom, L. E., & Cohen, J. D. (2008). Functional Imaging of Decision Conflict. Journal of Neuroscience, The, 28 (13), 3468-3473. http://dx.doi.org/10.1523/JNEUROSCI.4195-07.2008
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Date Posted: 15 June 2018
This document has been peer reviewed.