Evidence for a neural correlate of a framing effect: Bias-specific activity in the ventromedial prefrontal cortex during credibility judgments

Unlocking the neural mechanisms of consumer loan evaluations: an fNIRS and ML-based consumer neuroscience study

Introduction

This study conducts a comprehensive exploration of the neurocognitive processes underlying consumer credit decision-making using cutting-edge techniques from neuroscience and machine learning (ML). Employing functional Near-Infrared Spectroscopy (fNIRS), the research examines the hemodynamic responses of participants while evaluating diverse credit offers.

Methods

The experimental phase of this study investigates the hemodynamic responses collected from 39 healthy participants with respect to different loan offers. This study integrates fNIRS data with advanced ML algorithms, specifically Extreme Gradient Boosting, CatBoost, Extra Tree Classifier, and Light Gradient Boosted Machine, to predict participants' credit decisions based on prefrontal cortex (PFC) activation patterns.

Results

Findings reveal distinctive PFC regions correlating with credit behaviors, including the dorsolateral prefrontal cortex (dlPFC) associated with strategic decision-making, the orbitofrontal cortex (OFC) linked to emotional valuations, and the ventromedial prefrontal cortex (vmPFC) reflecting brand integration and reward processing. Notably, the right dorsomedial prefrontal cortex (dmPFC) and the right vmPFC contribute to positive credit preferences.

Discussion

This interdisciplinary approach bridges neuroscience, machine learning and finance, offering unprecedented insights into the neural mechanisms guiding financial choices regarding different loan offers. The study's predictive model holds promise for refining financial services and illuminating human financial behavior within the burgeoning field of neurofinance. The work exemplifies the potential of interdisciplinary research to enhance our understanding of human financial decision-making.

Unraveling neural pathways of political engagement: bridging neuromarketing and political science for understanding voter behavior and political leader perception

Introduction

Political neuromarketing is an emerging interdisciplinary field integrating marketing, neuroscience, and psychology to decipher voter behavior and political leader perception. This interdisciplinary field offers novel techniques to understand complex phenomena such as voter engagement, political leadership, and party branding.

Methods

This study aims to understand the neural activation patterns of voters when they are exposed to political leaders using functional near-infrared spectroscopy (fNIRS) and machine learning methods. We recruited participants and recorded their brain activity using fNIRS when they were exposed to images of different political leaders.

Results

This neuroimaging method (fNIRS) reveals brain regions central to brand perception, including the dorsolateral prefrontal cortex (dlPFC), the dorsomedial prefrontal cortex (dmPFC), and the ventromedial prefrontal cortex (vmPFC). Machine learning methods were used to predict the participants' perceptions of leaders based on their brain activity. The study has identified the brain regions that are involved in processing political stimuli and making judgments about political leaders. Within this study, the best-performing machine learning model, LightGBM, achieved a highest accuracy score of 0.78, underscoring its efficacy in predicting voters' perceptions of political leaders based on the brain activity of the former.

Discussion

The findings from this study provide new insights into the neural basis of political decision-making and the development of effective political marketing campaigns while bridging neuromarketing, political science, and machine learning, in turn enabling predictive insights into voter preferences and behavior.

Why it is good to communicate the bad: understanding the influence of message framing in persuasive communication on consumer decision-making processes

Introduction

One approach to bridging the gap between consumer intentions and behavior is persuasive communication to reinforce their intentions and thereby support their behavior change. Message framing has proven to be a useful, persuasive communication tool. However, message framing is considered more complicated than other types of framing because, in addition to concept-specific elements, it is also strongly influenced by and, in turn, influences emotions. Therefore, it is almost impossible for consumers to verbally express their attitudes, so the challenge is to explain and measure its impact. This research aims to help in this regard by suggesting a theoretical model to understand how message framing is processed from a consumer neuroscience perspective. More precisely, the factors that constitute message framing are systematized and built on a reflective-impulsive model and a neural emotion-cognition framework interpreted to explain the persuasive effects of message framing.

Method

A functional magnetic resonance imaging (fMRI) experiment is used to examine the effects of message framing for four different frame types that are hypothesized to affect consumer information processing differently.

Result

The results suggest that communication strategies should take into account the valence of the objects and the frame used. The behavioral results partially confirm the assumption that two types of information processing could take place, as suggested by the reflective-impulsive model. At the neural level, using the network perspective, the results show that certain brain regions primarily associated with emotional and cognitive interaction processes are active during processing, depending on the framing of the message.

Discussion

In cases of indirect avoidance value-consistent framing, it may be good to communicate the bad in the appropriate frame to influence information processing.

Noninvasive stimulation of the ventromedial prefrontal cortex modulates rationality of human decision-making

The framing-effect is a bias that affects decision-making depending on whether the available options are presented with positive or negative connotations. Even when the outcome of two choices is equivalent, people have a strong tendency to avoid the negatively framed option. The ventromedial prefrontal cortex (vmPFC) is crucial for rational decision-making, and dysfunctions in this region have been linked to cognitive biases, impulsive behavior and gambling addiction. Using a financial decision-making task in combination with magnetoencephalographic neuroimaging, we show that excitatory compared to inhibitory non-invasive transcranial direct current stimulation (tDCS) of the vmPFC reduces framing-effects while improving the assessment of loss-probabilities, ultimately leading to increased overall gains. Behavioral and neural data consistently suggest that this improvement in rational decision-making is predominately due to an attenuation of biases towards negative affect (loss-aversion and risk-aversion). These findings recommend further research towards clinical applications of vmPFC-tDCS as in addictive disorders.

Neural mechanisms of brand love relationship dynamics: Is the development of brand love relationships the same as that of interpersonal romantic love relationships?

Brand love is a relationship between brands and consumers. Managing the relationship is an important issue for marketing strategy since it changes according to temporal flow. Brand love theories, including their dynamics, have been developed based on interpersonal romantic love theories. Although many brand love studies have provided useful findings, the neural mechanism of brand love remains unclear. Especially, its dynamics have not been considered from a neuroscience perspective. The present study addressed the commonalities and differentiations of activated brain regions between brand love and interpersonal romantic love relationships using a quantitative neuroimaging meta-analytic approach, from the view of brain connectivity. Regarding the mental processes of each love relationship related to these activated brain regions, decoding analysis was conducted using the NeuroQuery platform to prevent reverse inference. The results revealed that different neural mechanisms and mental processes were distinctively involved in the dynamics of each love relationship, although the anterior insula overlapped across all stages and the reinforcement learning system was driven between both love relationships in the early stage. Remarkably, regarding the distinctive mental processes, although prosocial aspects were involved in the mental processes of interpersonal romantic love relationships across all stages, they were not involved in the mental processes of brand love relationships. Conclusively, although common brain regions and mental processes between both love relationships were observed, neural mechanisms and mental processes in brand love relationship dynamics might be innately different from those in the interpersonal romantic love relationship dynamics. As this finding indicates essential distinctiveness between both these relationships, theories concerning interpersonal romantic love should be applied cautiously when investigating brand love relationship dynamics.

Watershed Brain Regions for Characterizing Brand Equity-Related Mental Processes

Brand equity is an important intangible for enterprises. As one advantage, products with brand equity can increase revenue, compared with those without such equity. However, unlike tangibles, it is difficult for enterprises to manage brand equity because it exists within consumers’ minds. Although, over the past two decades, numerous consumer neuroscience studies have revealed the brain regions related to brand equity, the identification of unique brain regions related to such equity is still controversial. Therefore, this study identifies the unique brain regions related to brand equity and assesses the mental processes derived from these regions. For this purpose, three analysis methods (i.e., the quantitative meta-analysis, chi-square tests, and machine learning) were conducted. The data were collected in accordance with the general procedures of a qualitative meta-analysis. In total, 65 studies (1412 foci) investigating branded objects with brand equity and unbranded objects without brand equity were examined, whereas the neural systems involved for these two brain regions were contrasted. According to the results, the parahippocampal gyrus and the lingual gyrus were unique brand equity-related brain regions, whereas automatic mental processes based on emotional associative memories derived from these regions were characteristic mental processes that discriminate branded from unbranded objects.

Modulating the Activity of the VMPFC With tDCS Alters the Social Framing Effect

Numerous experimental studies have replicated the social framing effect-the observation that people’s decisions related to economic benefits and feelings depend on the method of presentation. Previous neuroimaging studies have shown that the ventromedial prefrontal cortex (VMPFC) plays a part in the influence of framing and how individuals think about the feelings of others. Based on this, we used transcranial direct current stimulation (tDCS) to modulate neuronal activity in the VMPFC to determine the likelihood of a direct association between VMPFC activity and the social framing effect. Subsequently, in three stimulation treatments, we assessed the presence of the social framing effect, as demonstrated by a disparity between harm degree and help degree. The findings revealed a social framing effect in the participants in the control group and the sham treatment but no social framing effect in the participants in the anodal or cathodal treatments. Furthermore, sex differences were observed in the sham treatment’s social framing effect, whereas no sex differences were observed in the anodal or cathodal treatments. The participants tended to harm the victim after receiving anodal or cathodal tDCS over the VMPFC and did not change their helping behaviour in any stimulations. Consequently, a clear causal link between the behaviour of the VMPFC and the social framing effect was found in the present research.

Online Consumers’ Brain Activities When Purchasing Second-Hand versus New Products That Are Brand-Name or Brand-Less

It is now common to apply functional magnetic resonance imaging to explore which areas of the human brain are activated during the decision-making process. In the study of consumer behaviors, product brand has been identified as a major factor affecting consumer purchase decisions. Prior studies indicate that the brand had a significant impact on brain activation. However, it is unsure if consumers’ brain activation is also significant when purchasing brand-name second-hand products (SHPs). Therefore, the purpose of this study is to verify the areas of brain neuron activation in the context of online auctions among consumers whose purchasing decisions are affected by an SHP’s brand. The results show that a brain region (i.e., the medial prefrontal cortex) activates significantly when comparing the purchasing decision-making process between new items and SHPs. The activation of the insula is also found when an SHP purchasing decision is made. In addition, the dorsolateral prefrontal cortex is activated significantly when purchasing brand-name SHPs. However, due to consumers’ preferences for different brands, there is no significant activation in the ventromedial prefrontal cortex.

Decision to Adopt Neuromarketing Techniques for Sustainable Product Marketing: A Fuzzy Decision-Making Approach

Sustainable products and their marketing have played a crucial role in developing more sustainable consumption patterns and solutions for socio-ecological problems. They have been demonstrated to significantly decrease social consumption problems. Neuromarketing has recently gained considerable popularity and helped companies generate deeper insights into consumer behavior. It has provided new ways of conceptualizing consumer behavior and decision making. Thus, this research aims to investigate the factors influencing managers’ decisions to adopt neuromarketing techniques in sustainable product marketing using the fuzzy analytic hierarchy process (AHP) approach. Symmetric triangular fuzzy numbers were used to indicate the relative strength of the elements in the hierarchy. Data were collected from the marketing managers of several companies who have experience with sustainable product marketing through online shopping platforms. The results revealed that the accuracy and bias of neuromarketing techniques have been the main critical factors for managers to select neuromarketing in their business for advertising and branding purposes. This research provides important results on the use of neuromarketing techniques for sustainable product marketing, as well as their limitations and implications, and it also presents useful information on the factors impacting business managers’ decision making in adopting neuroscience techniques for sustainable product development and marketing.

Influential Cognitive Processes on Framing Biases in Aging

Factors that contribute to overcoming decision-making biases in later life pose an important investigational question given the increasing older adult population. Limited empirical evidence exists and the literature remains equivocal of whether increasing age is associated with elevated susceptibility to decision-making biases such as framing effects. Research into the individual differences contributing to decision-making ability may offer better understanding of the influence of age in decision-making ability. Changes in cognition underlying decision-making have been shown with increased age and may contribute to individual variability in decision-making abilities. This study had three aims; (1) to understand the influence of age on susceptibility to decision-making biases as measured by framing effects across a large, continuous age range; (2) to examine influence of cognitive abilities that change with age; and (3) to understand the influence of individual factors such as gender and education on susceptibility to framing effects. 200 individuals (28-79 years of age) were tested on a large battery of cognitive measures in the domains of executive function, memory and complex attention. Findings from this study demonstrated that cognitive abilities such as strategic control and delayed memory better predicted susceptibility to framing biases than age. The current findings demonstrate that age may not be as influential a factor in decision-making as cognitive ability and cognitive reserve. These findings motivate future studies to better characterize cognitive ability to determine decision-making susceptibilities in aging populations.

Mixed Frames and Risky Decision-Making

By applying unitive vocabulary, "die" or "save," to respective frames of the Asian disease problem, Tversky and Kahneman were able to define framing effect. In this study, we preliminarily explored the effect of mixed frames, which are characterized by the use of different vocabulary in one frame. In study 1, we found that only the sure option description had significant effect on decision-making, while the effects of risky option descriptions were not significant, nor were interactions between descriptions. In study 2, the results suggested that after controlling the effects of the hedonic tone of the sure options, risky option description did not significantly predict decision-making. In study 3, we found that neither the sure-to-risky option presentation order nor presentation order within risky options had significant effect on decision-making. We thus concluded that sure option description can serve as the decision-making foundation (reference point) for decision-makers in mixed frames.

Framing Effect in the Trolley Problem and Footbridge Dilemma

The present study investigated the effect of dilemma type, framing, and number of saved lives on moral decision making. A total of 591 undergraduates, with a mean age of 20.56 (SD = 1.37) were randomly assigned to 12 groups on the basis of a grid of two dilemma types (the trolley problem or the footbridge dilemma) by three frames (positive, neutral, or negative frame) by two different numbers of workers (5 or 15 people). The main effects of dilemma type, frame, and number of saved workers were all significant. The interaction of dilemma type and number of saved workers and the interaction of the three independent factors were significant. Results indicated that moral judgment is affected by framing. Specifically, people were more inclined to utilitarianism in the positive or neutral frame and more inclined to intuitionism in the negative frame. Furthermore, this effect can be moderated by dilemma type and number of saved lives. Implications of our results are discussed.

The framing effect and skin conductance responses

Individuals often rely on simple heuristics when they face complex choice situations under uncertainty. Traditionally, it has been proposed that cognitive processes are the main driver to evaluate different choice options and to finally reach a decision. Growing evidence, however, highlights a strong interrelation between judgment and decision-making (JDM) on the one hand, and emotional processes on the other hand. This also seems to apply to judgmental heuristics, i.e., decision processes that are typically considered to be fast and intuitive. In this study, participants are exposed to different probabilities of receiving an unpleasant electric shock. Information about electric shock probabilities is either positively or negatively framed. Integrated skin conductance responses (ISCRs) while waiting for electric shock realization are used as an indicator for participants' emotional arousal. This measure is compared to objective probabilities. I find evidence for a relation between emotional body reactions measured by ISCRs and the framing effect. Under negative frames, participants show significantly higher ISCRs while waiting for an electric shock to be delivered than under positive frames. This result might contribute to a better understanding of the psychological processes underlying JDM. Further studies are necessary to reveal the causality underlying this finding, i.e., whether emotional processes influence JDM or vice versa.

Mapping brain activity during loss of situation awareness: an EEG investigation of a basis for top-down influence on perception

OBJECTIVE

The objective was to map brain activity during early intervals in loss of situation awareness (SA) to examine any co-activity in visual and high-order regions, reflecting grounds for top-down influences on Level I SA.

BACKGROUND

Behavioral and neuroscience evidence indicates that high-order brain areas can engage before perception is complete. Inappropriate top-down messages may distort perception during loss of SA. Evidence of co-activity of perceptual and high-order regions would not confirm such influence but may reflect a basis for it.

METHOD

SA and bias were measured using Quantitative Analysis of Situation Awareness and brain activity recorded with 128-channel EEG (electroencephalography) during loss of SA. One task (15 participants) required identification of a target pattern, and another task (10 participants) identification of "threat" in urban scenes. In both, the target was changed without warning, enforcing loss of SA. Key regions of brain activity were identified using source localization with standardized low-resolution electrical tomography (sLORETA) 150 to 160 ms post-stimulus onset in both tasks and also 100 to 110 ms in the second task.

RESULTS

In both tasks, there was significant loss of SA and bias shift (p < .02), associated at both 150- and 100-ms intervals with co-activity of visual regions and prefrontal, anterior cingulate and parietal regions linked to cognition under uncertainty.

CONCLUSION

There was early co-activity in high- order and visual perception regions that may provide a basis for top-down influence on perception.

APPLICATION

Co-activity in high- and low-order brain regions may explain either beneficial or disruptive top-down influence on perception affecting Level I SA in real-world operations.

Neural basis of emotional decision making in trait anxiety

Although trait anxiety has been associated with risk decision making, whether it is related to risk per se or to the feeling of the risk, as well as the underlying neurocognitive mechanisms, remains unclear. Using a decision-making task with a manipulation of frame (i.e., written description of options as a potential gain or loss) and functional magnetic resonance imaging, we investigated the neurocognitive relationship between trait anxiety and decision making. The classic framing effect was observed: participants chose the safe option when it was described as a potential gain, but they avoided the same option when it was described as a potential loss. Most importantly, trait anxiety was positively correlated with this behavioral bias. Trait anxiety was also positively correlated with amygdala-based "emotional" system activation and its coupling with the ventromedial prefrontal cortex (vmPFC) when decisions were consistent with the framing effect, but negatively correlated with the dorsal anterior cingulate cortex (dACC)-based "analytic" system activation and its connectivity to the vmPFC when decisions ran counter to the framing effect. Our findings suggest that trait anxiety is not associated with subjective risk preference but an evaluative bias of emotional information in decision making, underpinned by a hyperactive emotional system and a hypoactive analytic system in the brain.

A neuroimaging investigation of attribute framing and individual differences

Functional magnetic resonance imaging was used to evaluate the neural basis of framing effects. We tested the reflexive and reflective systems model of social cognition as it relates to framing. We also examined the relationships among frame susceptibility, intelligence and personality measures. Participants evaluated whether personal attributes applied to themselves from multiple perspectives and in positive and negative frames. Participants rated whether each statement was descriptive or not and endorsed positive frames more than negative frames. Individual differences on frame decisions enabled us to form high and low frame susceptibility groups. Endorsement of frame-consistent attributes was associated with personality factors, cognitive reflection and intelligence. Reflexive brain regions were associated with positive frames while reflective areas were associated with negative frames. Region of Interest analyses showed that frame-inconsistent responses were associated with increased activation within reflective cognitive control regions including the left dorsolateral prefrontal cortex (PFC), dorsomedial PFC and left ventrolateral PFC. Frame-consistent responses were associated with increased activation in the right orbitofrontal cortex. These results demonstrate that individual differences in frame susceptibility influence personal attribute evaluations. Overall, this study clarifies the neural correlates of the reflective and reflexive systems of social cognition as applied to decisions about social attributions.

Superior temporal sulcus and social cognition in dangerous drivers

Understanding the neural systems underpinning social cognition is a primary focus of contemporary social neuroscience. Using functional magnetic resonance imaging (fMRI), the present study asked if brain activity reflecting socio-cognitive processes differs between individuals according to their social behavior; namely, between a group of drivers with frequent traffic offenses and a group with none. Socio-cognitive processing was elicited by employing videos from a traffic awareness campaign, consisting of reckless and anti-social driving behavior ending in tragic consequences, and control videos with analogous driving themes but without such catastrophic endings. We investigated whether relative increases in brain function during the observation of these campaign stimuli compared with control videos differed between these two groups. To develop the results of our previous study we focused our analyses on superior temporal sulcus/gyrus (STS/STG). This revealed a bigger increase in brain activity within this region during the campaign stimuli in safe compared with dangerous drivers. Furthermore, by thematically coding drivers' verbal descriptions of the stimuli, we also demonstrate differences in STS reactivity according to drivers' scores on two indices of socio-cognitive processing: subjects' perceived consequences of actors' actions, and their affective evaluation of the clips. Our results demonstrate the influence of social behavior and socio-cognitive processing on STS reactivity to social stimuli, developing considerably our understanding of the role of this region in social cognition.

Enhanced cardiac perception is associated with increased susceptibility to framing effects

Previous studies suggest in line with dual process models that interoceptive skills affect controlled decisions via automatic or implicit processing. The "framing effect" is considered to capture implicit effects of task-irrelevant emotional stimuli on decision-making. We hypothesized that cardiac awareness, as a measure of interoceptive skills, is positively associated with susceptibility to the framing effect. Forty volunteers performed a risky-choice framing task in which the effect of loss versus gain frames on decisions based on identical information was assessed. The results show a positive association between cardiac awareness and the framing effect, accounting for 24% of the variance in the framing effect. These findings demonstrate that good interoceptive skills are linked to poorer performance in risky choices based on ambivalent information when implicit bias is induced by task-irrelevant emotional information. These findings support a dual process perspective on decision-making and suggest that interoceptive skills mediate effects of implicit bias on decisions.

Pre-existing beliefs and expectations influence judgments of novel health information

The present study examined whether health information is judged differently depending on pre-existing beliefs and expectations. People's initial beliefs and expectations were assessed by a questionnaire about acupuncture and a trustworthiness and preference rating task of doctors' faces. Then, newspaper headlines about novel acupuncture treatment were shown and rated for their feasibility in a normal and framed condition. The judged feasibility of the newspaper headlines correlated strongly with initial beliefs about acupuncture in the normal condition, and with initial expectations towards a doctor's face in the framed condition. Thus, as suggested by Bayes Theorem, pre-existing beliefs and expectations influence judgments of novel health information.

Numeracy and framing bias in epilepsy

Patients with epilepsy are frequently confronted with complex treatment decisions. Communicating treatment risks is often difficult because patients may have difficulty with basic statistical concepts (i.e., low numeracy) or might misconceive the statistical information based on the way information is presented, a phenomenon known as "framing bias." We assessed numeracy and framing bias in 95 adults with chronic epilepsy and explored cognitive correlates of framing bias. Compared with normal controls, patients with epilepsy had significantly poorer performance on the Numeracy scale (P=0.02), despite a higher level of education than normal controls (P<0.001). Compared with patients with higher numeracy, patients with lower numeracy were significantly more likely to exhibit framing bias. Abstract problem solving performance correlated with the degree of framing bias (r=0.631, P<0.0001), suggesting a relationship between aspects of executive functioning and framing bias. Poor numeracy and susceptibility framing bias place patients with epilepsy at risk for uninformed decisions.

Message framing with respect to decisions about vaccination: The roles of frame valence, frame method and perceived risk

People respond differently when information is framed either positively or negatively (frame valence). Two prominent models propose that the effects of valence are moderated by (1) the method of framing (attributes vs. goals: Levin, Schneider, & Gaeth, 1998) and (2) perceived risk (Rothman & Salovey, 1997). This experiment (N=200) explores the joint influence of both of these moderators with respect to decisions about a flu vaccination. The study extends previous work by integrating these two models and exploring the moderating effects of two different aspects of perceived risk (personal outcome effectiveness and procedural risk). The results show that personal outcome effectiveness indirectly links frames to intentions. Procedural risk moderates the relationship between valence and method in a manner consistent with predictions from Levin et al.. Partial support for the model proposed by Rothman and Salovey are observed for goal frames only.

Structure-function relationships in the processing of regret in the orbitofrontal cortex

The influence of counterfactual thinking and regret on choice behavior has been widely acknowledged in economic science (Bell in Oper Res 30:961-981, 1982; Kahneman and Tversky in Judgment under uncertainty: heuristics and biases. Cambridge University Press, Cambridge, pp 201-210, 1982; Loomes and Sugden in Econ J 92:805-824, 1982). Neuroimaging studies have only recently begun to explore the neural correlates of this psychological factor and orbitofrontal cortex (OFC) activity was observed in several of them depending of the exact characteristics of the employed paradigm. This selective OFC involvement and, moreover, a consistently found dissociation of medial and lateral OFC activity clusters allow inferences to the function of this structure in counterfactual thinking and regret. Vice versa, the differential contribution of OFC subregions to these processes also adds evidence to the current debate on the function of this cortical structure in decision-making that attracted increasing attention in recent years.

Neural correlates of attitude change following positive and negative advertisements

Understanding changes in attitudes towards others is critical to understanding human behaviour. Neuropolitical studies have found that the activation of emotion-related areas in the brain is linked to resilient political preferences, and neuroeconomic research has analysed the neural correlates of social preferences that favour or oppose consideration of intrinsic rewards. This study aims to identify the neural correlates in the prefrontal cortices of changes in political attitudes toward others that are linked to social cognition. Functional magnetic resonance imaging (fMRI) experiments have presented videos from previous electoral campaigns and television commercials for major cola brands and then used the subjects' self-rated affinity toward political candidates as behavioural indicators. After viewing negative campaign videos, subjects showing stronger fMRI activation in the dorsolateral prefrontal cortex lowered their ratings of the candidate they originally supported more than did those with smaller fMRI signal changes in the same region. Subjects showing stronger activation in the medial prefrontal cortex tended to increase their ratings more than did those with less activation. The same regions were not activated by viewing negative advertisements for cola. Correlations between the self-rated values and the neural signal changes underscore the metric representation of observed decisions (i.e., whether to support or not) in the brain. This indicates that neurometric analysis may contribute to the exploration of the neural correlates of daily social behaviour.

Anterior cingulate reflects susceptibility to framing during attractiveness evaluation

Human cognitive decisions can be strongly susceptible to the manner in which options are presented ('framing effect'). Here we investigated the neural basis of response adjustments induced by changing frames during intuitive decisions. Evidence exists that the anterior cingulate cortex plays a general role in behavioral adjustments. We hypothesized, therefore, that the anterior cingulate cortex is also involved in the 'framing effect'. Our hypothesis was tested by using a binary attractiveness judgment task ('liking' versus 'nonliking') during functional magnetic resonance imaging. We found that the framing-related anterior cingulate cortex activity predicted how strongly susceptible an individual was to a biased response. Our results support the hypothesis that paralimbic processes are crucial for predicting an individual's susceptibility to framing.

Integrating automatic and controlled processes into neurocognitive models of social cognition

Interest in the neural systems underlying social perception has expanded tremendously over the past few decades. However, gaps between behavioral literatures in social perception and neuroscience are still abundant. In this article, we apply the concept of dual-process models to neural systems in an effort to bridge the gap between many of these behavioral studies and neural systems underlying social perception. We describe and provide support for a neural division between reflexive and reflective systems. Reflexive systems correspond to automatic processes and include the amygdala, basal ganglia, ventromedial prefrontal cortex, dorsal anterior cingulate cortex, and lateral temporal cortex. Reflective systems correspond to controlled processes and include lateral prefrontal cortex, posterior parietal cortex, medial prefrontal cortex, rostral anterior cingulate cortex, and the hippocampus and surrounding medial temporal lobe region. This framework is considered to be a working model rather than a finished product. Finally, the utility of this model and its application to other social cognitive domains such as Theory of Mind are discussed.

Neuroeconomics: an overview from an economic perspective

Until now, economic theory has not systematically integrated the influence of emotions on decision-making. Since evidence from neuroscience suggests that decision-making as hypothesized in economic theory depends on prior emotional processing, interdisciplinary research under the label of "neuroeconomics" arose. The key idea of this approach is to employ recent neuroscientific methods in order to analyze economically relevant brain processes. This paper aims to provide an overview of the current state of neuroeconomic research by giving a brief description of the concept of neuroeconomics, outlining methods commonly used and describing current studies in this new research area. Finally, some future prospects and limitations are discussed.