Distinguishable Neural Circuits For Motivation and Valuation Underlying Decision Making

Ab Litt, Stanford University, USA
Hilke Plassmann, INSEAD, France
Baba Shiv, Stanford University, USA
Antonio Rangel, California Institute of Technology, USA
Consumer decision-targets often differ in basic subjective value and cross-valence motivational salience, respectively influencing the nature of one's response, and the strength of engagement in response implementation. We present a neuroimaging study dissociating these processes at the time of decision making. Subjects made consequential eating decisions for snacks differing across both subjective value and motivation to obtain/avoid eating. Increasing valuation correlated with medial orbitofrontal and rostral anterior cingulate activation, whereas high motivational salience (cross-valence) correlated with insula and motor/motor-planning-related areas. Nucleus accumbens sub-areas exhibited either dissociability or overlap between valuation and motivation, suggesting dissociable but not disjoint underlying decisional sub-systems.
[ to cite ]:
Ab Litt, Hilke Plassmann, Baba Shiv, and Antonio Rangel (2010) ,"Distinguishable Neural Circuits For Motivation and Valuation Underlying Decision Making", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 60-64 .