mercoledì 16 dicembre 2015

# rmx-s-brain: options open: galaxy vs iphone (or others) smartphones, where the choice is made ...

A new << (..) research confirmed what savvy marketers already know: the longer you look at one of two objects, the more likely you’ll choose that object even if you initially valued the other one more >>

<< (..) dorsomedial prefrontal cortex (PFC) plays a critical role in mediating the balance between prior value assessment and an object’s immediate appeal >>

<< The significance of the dorsomedial PFC came as a surprise because of its relative neglect in the decision neuroscience literature >>

<< Much work on value-based decision-making has focussed rather on the ventral-frontal and orbitofrontal cortex >>

This << findings suggest that, in the healthy brain, the dorsomedial PFC is also important in decision-making, helping to recall the value of objects that are not directly in view so that you can keep your options open >>

<< We’re trying to decompose the different aspects of decision-making. People have this idea that their preferences and value judgments are consistent and rational but, in fact, we’re heavily influenced by factors that are not apparent to us >>

Avinash R. Vaidya, Lesley K. Fellows. Testing necessary regional frontal contributions to value assessment and fixation-based updating. Nature Communications, 2015; 6: 10120 DOI: 10.1038/ncomms10120

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