Thu, 24 Jul 2008 20:28:45 BST CiteULike: stefanherzog insula http://www.citeulike.org/user/stefanherzog/tag/insula CiteULike.org en-gb Copyright © 2004-2008 citeulike.org http://www.citeulike.org/user/stefanherzog/article/1026530 <i>Neuron, Vol. 53, No. 1. (4 January 2007), pp. 147-156.</i><br /><br />SummaryMicroeconomic theory maintains that purchases are driven by a combination of consumer preference and price. Using event-related fMRI, we investigated how people weigh these factors to make purchasing decisions. Consistent with neuroimaging evidence suggesting that distinct circuits anticipate gain and loss, product preference activated the nucleus accumbens (NAcc), while excessive prices activated the insula and deactivated the mesial prefrontal cortex (MPFC) prior to the purchase decision. Activity from each of these regions independently predicted immediately subsequent purchases above and beyond self-report variables. These findings suggest that activation of distinct neural circuits related to anticipatory affect precedes and supports consumers' purchasing decisions. Neural Predictors of Purchases Brian Knutson Scott Rick Elliott Wimmer Drazen Prelec George Loewenstein doi:10.1016/j.neuron.2006.11.010 Neuron, Vol. 53, No. 1. (4 January 2007), pp. 147-156. 2007-01-05T09:42:11-00:00 2007 Neuron 53 1 147 156 consumer-behavior insula neuroeconomics neuromarketing nucleus-accumbens http://www.citeulike.org/user/stefanherzog/article/149274 <i>Neuroimage, Vol. 25, No. 2. (1 April 2005), pp. 607-615.</i><br /><br />Decision-making is a complex process that comprises the assessment of a situation, the selection of an action, and the evaluation of an outcome. Distinct neural systems may contribute differentially during various stages within a decision-making situation. This study investigated whether neural activation during assessment or action selection is critically dependent on previous outcomes or actions. Twelve healthy, right-handed subjects (6 females) played a Rock Paper Scissors (RPS) computer game during functional magnetic resonance imaging. Bilateral insula and medial prefrontal cortex (including the anterior cingulate) were specifically engaged during the assessment and action selection stages of decision-making, whereas bilateral superior frontal gyrus and right inferior parietal lobule activated more during the outcome. Two regions of activation within the bilateral superior temporal gyrus activated only when the previous outcome was a win. Moreover, right insula and superior temporal gyrus were active more when the subject switched responses relative to staying with the same choice made on the previous trial. These findings support the hypothesis that distinct neural systems underlie different stages of the decision-making process. Furthermore, the superior temporal gyrus may play an important role in integrating previous actions and successful outcomes into one's decision-making strategy. Superior temporal gyrus and insula provide response and outcome-dependent information during assessment and action selection in a decision-making situation. MP Paulus JS Feinstein D Leland AN Simmons doi:10.1016/j.neuroimage.2004.12.055 Neuroimage, Vol. 25, No. 2. (1 April 2005), pp. 607-615. 2005-04-04T16:12:19-00:00 2005 Neuroimage 1053-8119 25 2 607 615 action-selection assessment decision-making insula neuroeconomics outcome superior-temporal-gyrus