Distinguishable Neural Circuits For Motivation and Valuation Underlying Decision Making

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.


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 .


Ab Litt, Stanford University, USA
Hilke Plassmann, INSEAD, France
Baba Shiv, Stanford University, USA
Antonio Rangel, California Institute of Technology, USA


NA - Advances in Consumer Research Volume 37 | 2010

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