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

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Date Posted: 15 June 2018

This document has been peer reviewed.