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.



Citation:

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 .

Authors

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



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

P2. The Upside of Myopic Loss Aversion

Daniel Wall, Carnegie Mellon University, USA
Gretchen Chapman, Carnegie Mellon University, USA

Read More

Featured

F1. Reach out in the Darkness: How Unfair Treatments Shape Social Connection Motivation

Yijie Wang, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Mandy Mantian Hu, Chinese University of Hong Kong, China
Ninghua Zhong, Tongji University

Read More

Featured

Q9. Free or Fee? Consumers’ Decision to Pay for the Premium Version of a Music Streaming Service Rather than Using its Free Version

Sebastian Danckwerts, Heinrich-Heine-University
Peter Kenning, Heinrich-Heine-University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.