Nonlinear responses within the medial prefrontal cortex reveal when specific implicit information influences economic decision making. Export

@article{citeulike:298763, abstract = {BACKGROUND AND PURPOSE: The authors used functional magnetic resonance imaging (fMRI) to investigate how individual economic decisions are influenced by implicit memory contributions. METHODS: Twenty-two participants were asked to make binary decisions between different brands of sensorily nearly undistinguishable consumer goods. Changes of brain activity comparing decisions in the presence or absence of a specific target brand were detected by fMRI. RESULTS: Only when the tar get brand was the participant's favorite one did the authors find reduced activation in the dorsolateral prefrontal, posterior parietal, and occipital cortices and the left premotor area (Brodmann areas [BA] 9, 46, 7/19, and 6). Simultaneously, activity was increased in the inferior precuneus and posterior cingulate (BA 7), right superior frontal gyrus (BA 10), right supramarginal gyrus (BA 40), and, most pronounced, in the ventromedial prefrontal cortex (BA 10). CONCLUSIONS: For products mainly distinguishable by brand information, the authors revealed a nonlinear winner-take-all effect for a participant's favorite brand characterized, on one hand, by reduced activation in brain areas associated with working memory and reasoning and, on the other hand, increased activation in areas involved in processing of emotions and self-reflections during decision making.}, address = {Department of Neurology, Institute of Clinical Radiology, University of M\"{u}nster and University Hospital M\"{u}nster, Germany. mail@michael-deppe.de}, author = {Deppe, Michael and Schwindt, Wolfram and Kugel, Harald and Plassmann, Hilke and Kenning, Peter}, citeulike-article-id = {298763}, citeulike-linkout-0 = {http://dx.doi.org/10.1177/1051228405275074}, citeulike-linkout-1 = {http://view.ncbi.nlm.nih.gov/pubmed/15746230}, citeulike-linkout-2 = {http://www.hubmed.org/display.cgi?uids=15746230}, doi = {10.1177/1051228405275074}, issn = {1051-2284}, journal = {Journal of neuroimaging : official journal of the American Society of Neuroimaging}, keywords = {binary, brodmann\_area\_10, decision\_making, neuroeconomics}, month = {April}, number = {2}, pages = {171--182}, posted-at = {2009-11-06 23:30:52}, priority = {3}, title = {Nonlinear responses within the medial prefrontal cortex reveal when specific implicit information influences economic decision making.}, url = {http://dx.doi.org/10.1177/1051228405275074}, volume = {15}, year = {2005} }

TY - JOUR ID - citeulike:298763 L3 - citeulike-article-id:298763 N2 - BACKGROUND AND PURPOSE: The authors used functional magnetic resonance imaging (fMRI) to investigate how individual economic decisions are influenced by implicit memory contributions. METHODS: Twenty-two participants were asked to make binary decisions between different brands of sensorily nearly undistinguishable consumer goods. Changes of brain activity comparing decisions in the presence or absence of a specific target brand were detected by fMRI. RESULTS: Only when the tar get brand was the participant's favorite one did the authors find reduced activation in the dorsolateral prefrontal, posterior parietal, and occipital cortices and the left premotor area (Brodmann areas [BA] 9, 46, 7/19, and 6). Simultaneously, activity was increased in the inferior precuneus and posterior cingulate (BA 7), right superior frontal gyrus (BA 10), right supramarginal gyrus (BA 40), and, most pronounced, in the ventromedial prefrontal cortex (BA 10). CONCLUSIONS: For products mainly distinguishable by brand information, the authors revealed a nonlinear winner-take-all effect for a participant's favorite brand characterized, on one hand, by reduced activation in brain areas associated with working memory and reasoning and, on the other hand, increased activation in areas involved in processing of emotions and self-reflections during decision making. IS - 2 JF - Journal of neuroimaging : official journal of the American Society of Neuroimaging SN - 1051-2284 AD - Department of Neurology, Institute of Clinical Radiology, University of Münster and University Hospital Münster, Germany. mail@michael-deppe.de EP - 182 TI - Nonlinear responses within the medial prefrontal cortex reveal when specific implicit information influences economic decision making. VL - 15 SP - 171 KW - binary KW - brodmann_area_10 KW - decision_making KW - neuroeconomics AU - Deppe, Michael AU - Schwindt, Wolfram AU - Kugel, Harald AU - Plassmann, Hilke AU - Kenning, Peter PY - 2005/04// UR - http://dx.doi.org/10.1177/1051228405275074 ER -