Hard decisions shape the neural coding of preferences

Abstract

Hard decisions between equally valued alternatives can result in preference changes, meaning that subsequent valuations for chosen items increase and decrease for rejected items. Previous research suggests that this phenomenon is a consequence of cognitive dissonance reduction after the decision, induced by the mismatch between initial preferences and decision outcomes. In contrast, this functional magnetic resonance imaging and eye-tracking study tested whether preferences are already updated online while making decisions. Preference changes could be predicted from activity in left dorsolateral prefrontal cortex and precuneus during decision-making. Furthermore, fixation durations predicted..