Dataset Information

Choice from non-choice: predicting consumer preferences from blood oxygenation level-dependent signals obtained during passive viewing.

ABSTRACT: Decision-making is often viewed as a two-stage process, where subjective values are first assigned to each option and then the option of the highest value is selected. Converging evidence suggests that these subjective values are represented in the striatum and medial prefrontal cortex (MPFC). A separate line of evidence suggests that activation in the same areas represents the values of rewards even when choice is not required, as in classical conditioning tasks. However, it is unclear whether the same neural mechanism is engaged in both cases. To address this question we measured brain activation with functional magnetic resonance imaging while human subjects passively viewed individual consumer goods. We then sampled activation from predefined regions of interest and used it to predict subsequent choices between the same items made outside of the scanner. Our results show that activation in the striatum and MPFC in the absence of choice predicts subsequent choices, suggesting that these brain areas represent value in a similar manner whether or not choice is required.

SUBMITTER: Levy I

PROVIDER: S-EPMC3078717 | biostudies-literature | 2011 Jan

REPOSITORIES: biostudies-literature

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Choice from non-choice: predicting consumer preferences from blood oxygenation level-dependent signals obtained during passive viewing.

Levy Ifat I Lazzaro Stephanie C SC Rutledge Robb B RB Glimcher Paul W PW

The Journal of neuroscience : the official journal of the Society for Neuroscience 20110101 1

Decision-making is often viewed as a two-stage process, where subjective values are first assigned to each option and then the option of the highest value is selected. Converging evidence suggests that these subjective values are represented in the striatum and medial prefrontal cortex (MPFC). A separate line of evidence suggests that activation in the same areas represents the values of rewards even when choice is not required, as in classical conditioning tasks. However, it is unclear whether ...[more]

PMID: 21209196

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Project description:BackgroundWe investigated the association between the consumer attitudes of European parents and their children's taste preferences and food choice. Furthermore, we studied whether the parental consumer attitudes were related to education level.MethodsThis analysis included 1,407 IDEFICS study children aged 6.0 to 11.8 years and from 7 European countries, who participated in the sensory taste perception module between 2007 and 2010. Parental consumer attitude was operationalized as 'trusting in foods known from advertisements' (trusting advertisements) and as 'not avoiding additives in food' (not avoiding additives). Parents reported their educational attainment and completed a food frequency questionnaire for their children. Consumption frequencies of sweet, fatty and processed foods as well as a healthy diet adherence score were calculated. Children performed fat, sweet and umami taste preference tests. Multivariable logistic models were used to analyse the association between parental consumer attitudes and their children's taste preference frequencies as well as parental education. Linear regression models were used to analyse the association between parental consumer attitudes and their children's food consumption.ResultsParental consumer attitudes were not associated with children's fat, sweet and umami taste preferences. Children of parents trusting advertisements consumed more frequently processed foods (? = 1.21, 95% CI: 0.49; 1.93). Children of parents not avoiding additives consumed more often sweet, fatty and processed foods and had a lower healthy diet adherence score (? = 2.37, 95% CI: 1.03; 3.70; ? = 2.27, 95% CI: 1.12; 3.43; ? = 0.91, 95% CI: 0.22; 1.59; ? = -2.87, 95% CI: -3.89; -1.85, respectively). Unfavourable parental consumer attitudes were associated with a lower parental education level across Europe (Compared to high education: Odds Ratio (OR) of trusting advertisements with medium education: 1.04, 95% CI: 0.77; 1.40; OR with low education: 2.01, 95% CI: 1.15; 3.54; OR of not avoiding additives with medium education: 1.91, 95% CI: 1.44; 2.54; OR with low education: 1.76, 95% CI: 0.96; 3.24).ConclusionsAcross Europe, unfavourable parental consumer attitudes are associated with a lower diet quality of their children. Parental consumer attitudes in turn were associated with their own level of education. This has implications for policy makers, interventions and health promotion programmes that aim to promote healthy eating.

Dataset Information

Choice from non-choice: predicting consumer preferences from blood oxygenation level-dependent signals obtained during passive viewing.

Publications

Choice from non-choice: predicting consumer preferences from blood oxygenation level-dependent signals obtained during passive viewing.

Similar Datasets

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