Led into temptation? rewarding brand logos bias the neural encoding of incidental economic decisions

PLoS ONE

Volumn 7, Issue 3, 2012, Pages

  Murawski, Carsten ^a   Harris, Philip G ^b   Bode, Stefan ^a   D , Juan F ^a   Egan, Gary F ^a,c  

^a UNIVERSITY OF MELBOURNE   (Australia)

^b UNIVERSITY OF MELBOURNE   (Australia)

^c MONASH UNIVERSITY   (Australia)

Author keywords

[No Author keywords available]

Indexed keywords

ACCURACY; ADULT; ARTICLE; AWARENESS; BEHAVIOR; BRAIN REGION; CAUDATE NUCLEUS; CONTROLLED STUDY; CORPUS STRIATUM; DECISION MAKING; FEMALE; FRONTOPOLAR CORTEX; FUNCTIONAL MAGNETIC RESONANCE IMAGING; HUMAN; HUMAN EXPERIMENT; INFERIOR TEMPORAL SULCUS; INFORMATION; INTRAPARIETAL SULCUS; MALE; MEDIAL OCCIPITOTEMPORAL SULCUS; MEDIAL PREFRONTAL CORTEX; MOTOR CORTEX; NORMAL HUMAN; NUCLEUS ACCUMBENS; ORBITAL CORTEX; POSTERIOR CINGULATE; PREFRONTAL CORTEX; REWARD; SUPPLEMENTARY MOTOR AREA; TASK PERFORMANCE; THALAMUS; VISUAL CORTEX; BRAIN; BRAIN MAPPING; COMMERCIAL PHENOMENA; LEARNING; METHODOLOGY; MOTIVATION; NUCLEAR MAGNETIC RESONANCE IMAGING; STATISTICAL MODEL;

ADULT; BEHAVIOR; BRAIN; BRAIN MAPPING; CHOICE BEHAVIOR; COMMERCE; DECISION MAKING; FEMALE; HUMANS; LEARNING; MAGNETIC RESONANCE IMAGING; MALE; MODELS, STATISTICAL; MOTIVATION; REWARD; YOUNG ADULT;

EID: 84859132905     PISSN: None     EISSN: 19326203     Source Type: Journal    
DOI: 10.1371/journal.pone.0034155     Document Type: Article

References (74)

1. Fournier S, (1998) Consumers and Their Brands: Developing Relationship Theory in Consumer Research. J Consum Res 24: 343-53.
2. Park CW, MacInnis DJ, Priester J, Eisingerich AB, Iacobucci D, (2010) Brand attachment and brand attitude strength: conceptual and empirical differentiation of two critical brand equity drivers. J Mark 74: 1-17.
3. Priester JR, Nayakankuppam D, Fleming MA, Godek J, (2004) The A2sc2 model: The influence of attitudes and attitude strength on consideration and choice. J Consum Res 30: 574-84.
4. Allen CT, Fournier S, Miller F, (2008) Brands and their meaning makers. In: Haugtvedt CP, Herr P, Kardes F, editors. Handbook of Consumer Psychology New York Erlbaum.
5. Erk S, Spitzer M, Wunderlich AP, Galley L, Walter H, (2002) Cultural objects modulate reward circuitry. Neuroreport 13: 2499-2503.
6. Deppe M, Schwindt W, Kugel H, Plassmann H, Kenning P, (2005) Nonlinear responses within the medial prefrontal cortex reveal when specific implicit information influences economic decision making. J Neuroimaging 15: 171-182.
7. Plassmann H, Kenning P, Deppe M, Kugel H, Schwindt W, (2008) How choice ambiguity modulates activity in brain areas representing brand preference: evidence from consumer neuroscience. J Consum Behav 7: 360-367.
8. Schaefer M, Rotte M, (2007) Favorite brands as cultural objects modulate reward circuit. Neuroreport 18: 141-145.
9. Schaefer M, Rotte M, (2007) Thinking on luxury or pragmatic brand products: brain responses to different categories of culturally based brands. Brain Res 1165: 98-104.
10. Glimcher PW, (2004) Decisions, Uncertainty, and the Brain: The Science of Neuroeconomics Cambridge (Massachussetts) MIT Press.
11. Rangel A, Camerer C, Montague PR, (2008) A framework for studying the neurobiology of value-based decision making. Nat Rev Neurosci 9: 545-556.
12. Clithero JA, Carter RM, Huettel SA, (2009) Local pattern classification differentiates processes of economic valuation. Neuroimage 45: 1329-1338.
13. Hariri AR, Brown SM, Williamson DE, Florey JD, de Wit H, et al. (2006) Preference for immediate over delayed rewards is associated with magnitude of ventral striatal activity. J Neurosci 26: 13213-13217.
14. Kable JW, Glimcher PW, (2007) The neural correlates of subjective value during intertemporal choice. Nat Neurosci 10: 1625-1633.
15. McClure SM, Laibson DI, Loewenstein G, Cohen JD, (2004) Separate neural systems value immediate and delayed monetary rewards. Science 306: 503-507.
16. McClure SM, Ericson KM, Laibson DI, Loewenstein G, Cohen JD, (2007) Time discounting for primary rewards. J Neurosci 27: 5796-5804.
17. Peters J, Büchel C, (2010) Episodic future thinking reduces reward delay discounting through and enhancement of prefrontal-mediotemporal interactions. Neuron 66: 138-148.
18. Frederick S, Loewenstein G, O'Donoghue T, (2002) Time discounting and time preference: a critical review. J Econ Lit 40: 351-401.
19. Samuelson P, (1937) A Note on Measurement of Utility. Rev Econ Stud 4: 155-161.
20. Carter RM, Meyer JR, Huettel SA, (2010) Functional neuroimaging of intertemporal choice models: a review. J Neurosci Psychol Econ 3: 27-45.
21. Custers R, Aarts H, (2010) The unconscious will: how the pursuit of goals operates outside of conscious awareness. Science 329: 47-50.
22. Dijksterhuis A, Smith PK, van Baaren RB, Wigboldus DHJ, (2005) The unconscious consumer: effects of environment on consumer behavior. J Consum Psychol 15: 193-202.
23. Pessiglione M, Petrovic P, Daunizeau J, Palminteri S, Dolan RJ, et al. (2008) Subliminal instrumental conditioning demonstrated in the human brain. Neuron 59: 561-567.
24. Wilson M, Daly M, (2004) Do pretty women inspire men to discount the future? Proc Biol Sci 271: 177-179.
25. Van den Bergh B, Dewitte S, Warlop L, (2008) Bikinis instigate generalized impatience in intertemporal choice. J Consum Res 35: 85-97.
26. Karremans JC, Stroebe W, Claus J, (2006) Beyond Vicary's fantasies: the impact of subliminal priming and brand choice. J Exp Soc Psychol 42: 792-798.
27. Winkielman P, Berridge KC, Wilbarger JL, (2005) Unconscious affective reactions to masked happy versus angry faces influence consumption behavior and judgments of value. Pers Soc Psychol Bull 1: 121-135.
28. Berridge KC, Aldridge JW, (2008) Decision utility, the brain, and pursuit of hedonic goals. Soc Cog 26: 621-646.
29. Chartrand TL, Huber J, Shiv B, Tanner RJ, (2008) Nonconscious goals and consumer choice. J Consum Res 35: 189-201.
30. Haynes JD, Rees G, (2006) Decoding mental states from brain activity in humans. Nat Rev Neurosci 7: 523-534.
31. Kriegeskorte N, Goebel R, Bandettini P, (2006) Information-based functional brain mapping. Proc Natl Acad Sci USA 103: 3863-3868.
32. Kriegeskorte N, Bandettini P, (2007) Combining the tools: activation- and information-based fMRI analysis. Neuroimage 38: 666-668.
33. Norman KA, Polyn SM, Detre GJ, Haxby JV, (2006) Beyond mind-reading: multi-voxel pattern analysis of fMRI data. Trends Cogn Sci 10: 424-430.
34. Ballard K, Knutson B, (2009) Dissociable neural representations of future reward magnitude and delay during temporal discounting. Neuroimage 45: 143-150.
35. Wittmann M, Paulus MP, (2008) Decision making, impulsivity and time perception. Trends Cog Sci 12: 7-12.
36. Knutson B, Adams CM, Fong GW, Hommer D, (2001) Anticipation of increasing monetary reward selectively recruits nucleus accumbens. J Neurosci 21: RC159.
37. Montague PR, Berns GS, (2002) Neural economics and the biological substrates of valuation. Neuron 36: 265-284.
38. O'Doherty JP, (2004) Reward representations and reward-related learning in the human brain: insights from neuroimaging. Curr Opin Neurobiol 14: 769-776.
39. Balleine B, (2005) Neural bases of food-seeking: affect, arousal and reward in corticostriatolimbic circuits. Physiol Behav 86: 717-730.
40. Dayan, P, (2008) The role of value systems in decision making. In: Engel C, Singer W, editors. Better than conscious? Decision making, the human mind, and implications for institutions Frankfurt MIT Press pp. 51-70.
41. Sutton RS, Barto AG, (1998) Reinforcement Learning Cambridge, MA MIT Press.
42. Glimcher PW, (2009) Choice: Towards a back-pocket model. In: Glimcher PW, Camerer CF, Fehr E, Poldrack RA, editors. Neuroeconomics: Decision Making and the Brain New York Academic Press pp. 503-522.
43. De Martino B, Kumaran D, Seymour B, Dolan RJ, (2006) Frames, biases, and rational decision-making in the human brain. Science 313: 684-687.
44. Kahnt T, Heinzle J, Park SQ, Haynes JD, (2010) The neural code of reward anticipation in human orbitofrontal cortex. Proc Natl Acad Sci USA 107: 6010-6015.
45. Hare TA, O'Doherty J, Camerer CF, Schultz W, Rangel A, (2008) Dissociating the role of the orbitofrontal cortex and the striatum in the computation of goal values and prediction errors. J Neurosci 28: 5623-5630.
46. Rangel A, Hare T, (2010) Neural computations associated with goal-directed choice. Curr Opin Neurobiol 20: 262-270.
47. Hampton AN, O'Doherty JP, (2007) Decoding the neural substrates of reward-related decision making with functional fMRI. Proc Natl Acad Sci USA 104: 1377-1382.
48. Tusche A, Bode S, Haynes JD, (2010) Neural responses to unattended products predict later consumer choices. J Neurosci 30: 8024-8031.
49. Knutson B, Greer SM, (2008) Anticipatory affect: neural correlates and consequences for choice. Philos Trans R Soc B Biol Sci 363: 3771-3786.
50. Knutson B, Wimmer GE, Kuhnen CM, Winkielman P, (2008) Nucleus accumbens activation mediates the influence of reward cues on financial risk taking. Neuroreport 19: 509-513.
51. Knutson B, Bossaerts P, (2007) Neural antecedents of financial decisions. J Neurosci 27: 8174-8177.
52. Bogler C, Bode S, Haynes JD, (2011) Decoding successive computational stages in saliency processing. Curr Biol 21: 1667-1671.
53. Glimcher PW, (2011) Foundations of Neuroeconomic Analysis Oxford Oxford University Press.
54. Berridge KC, Robinson TE, Aldridge JW, (2009) Dissecting components of reward: 'liking', 'wanting', and learning. Curr Opin Pharmacol 9: 65-73.
55. Aarts H, Dijksterhuis A, (2000) Habits as knowledge structures: Automaticity in goal-directed behavior. J Pers Soc Psych 78: 53-63.
56. Chartrand TL, Fitzsimons GJ, (2010) Nonconscious Consumer Psychology. J Cons Psych 21: 1-3.
57. Guitart-Masip M, Bunzeck N, Stephan KE, Dolan RJ, Düzel E, (2010) Contextual novelty changes reward representation in th striatum. J Neurosci 30: 1721-1726.
58. Guitart-Masip M, Talmi D, Dolan RJ, (2010) Conditioned associations and economic decision biases. Neuroimage 53: 206-214.
59. Schaefer M, Berens H, Heinze HJ, Rotte M, (2006) Neural correlates of culturally familiar brands of car manufacturers. Neuroimage 31: 861-865.
60. Dehaene S, Changeux JP, (2011) Experimental and Theoretical Approaches to Conscious Processing. Neuron 70: 200-227.
61. Hassin RR, Ferguson MJ, Shidlovski D, Gross T, (2007) Subliminal exposure to national flags affects political thought and behavior. Proc Natl Acad Sci USA 104: 19757-19761.
62. Kouider S, Dehaene S, (2007) Levels of processing during non-conscious perception: a critical review of visual masking. Philos Trans R Soc Lond B Biol Sci 362: 857-875.
63. Damasio H, Grabowski T, Frank R, Galaburda AM, Damasio AR, (1994) The return of Phineas Gage: clues about the brain from the skull of a famous patient. Science 264: 1102-1105.
64. Harris PG, Murawski C, (2010) Brands and desire: Implicit brand processing biases incidental decision-making. In: Dahl DW, Johar GV, van Osselaer SMJ, editors. Advances in Consumer Research Volume 38 Duluth (Minnesota) Association for Consumer Research.
65. Dale AM, (1999) Optimal experimental design for event-related fMRI. Hum Brain Mapp 8: 109-114.
66. Patton JH, Stanford MS, Barratt ES, (1995) Factor structure of the Barratt Impulsiveness Scale. J Clin Psychol 51: 768-774.
67. Strotz RH, (1956) Myopia and inconsistency in dynamic utility maximization. Rev Econ Stud 23: 165-180.
68. Mazur JE, (1987) An adjustment procedure for studying delayed reinforcement. In: Commons ML, Mazur JE, Nevin JA, Rachlin H, editors. Quantitative Analysis of Behavior Hillsdale (New Jersey) Erlbaum pp. 55-73.
69. Chabris CF, Laibson D, Morris CL, Schuldt JP, Taubinsky D, (2009) The allocation of time in decision-making. J Eur Econ Assoc 7: 628-637.
70. Bode S, Haynes JD, (2009) Decoding sequential stages of task preparation in the human brain. Neuroimage 45: 606-613.
71. Bode S, He AH, Soon CS, Trampel R, Turner R, et al. (2011) Tracking the unconscious generation of free decisions using ultra-high field fMRI. PLoS ONE 6: e21612.
72. Soon CS, Brass M, Heinze HJ, Haynes JD, (2008) Unconscious determinants of free decisions in the human brain. Nat Neurosci 11: 543-545.
73. Müller KR, Mika S, Rätsch G, Tsuda K, Schölkopf B, (2001) An introduction to kernel-based learning algorithms. IEEE Trans Neural Netw 12: 181-201.
74. Chang CC, Lin CJ, (2001) LIBSVM: a library for support vector machines. Available:http://www.csie.ntu.edu.tw/~cjlin/libsvm.