Led into Temptation? Rewarding Brand Logos Bias the Neural Encoding of Incidental Economic Decisions
Carsten Murawski, Philip G Harris, Stefan Bode, Juan F Dominguez D, Gary F Egan
PLOS ONE | PUBLIC LIBRARY SCIENCE | Published : 2012
Human decision-making is driven by subjective values assigned to alternative choice options. These valuations are based on reward cues. It is unknown, however, whether complex reward cues, such as brand logos, may bias the neural encoding of subjective value in unrelated decisions. In this functional magnetic resonance imaging (fMRI) study, we subliminally presented brand logos preceding intertemporal choices. We demonstrated that priming biased participants' preferences towards more immediate rewards in the subsequent temporal discounting task. This was associated with modulations of the neural encoding of subjective values of choice options in a network of brain regions, including but not ..View full abstract
This study was partly funded by a University of Melbourne Early Career Researcher grant to Philip G. Harris and a grant in the University of Melbourne Interdisciplinary Seed Funding Scheme 2010. The funding bodies had no role in study design, data collection and analysis, decision to publish, or preparation of the manuscript.