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Investigating the role of the ventromedial prefrontal cortex in the assessment of brands.

Santos JP, Seixas D, Brandão S, Moutinho L - Front Neurosci (2011)

Bottom Line: However, when the decision-making period was separated from the moment after the response, and especially for positive brands, the vmPFC was more active after the choice than during the decision process itself, challenging some of the existing literature.The results of the present study support the notion that the vmPFC may be unimportant in the decision stage of brand preference, questioning theories that postulate that the vmPFC is in the origin of such a choice.Further studies are needed to investigate in detail why the vmPFC seems to be involved in brand preference only after the decision process.

View Article: PubMed Central - PubMed

Affiliation: Superior Institute of Maia Maia, Portugal.

ABSTRACT
The ventromedial prefrontal cortex (vmPFC) is believed to be important in everyday preference judgments, processing emotions during decision-making. However, there is still controversy in the literature regarding the participation of the vmPFC. To further elucidate the contribution of the vmPFC in brand preference, we designed a functional magnetic resonance imaging (fMRI) study where 18 subjects assessed positive, indifferent, and fictitious brands. Also, both the period during and after the decision process were analyzed, hoping to unravel temporally the role of the vmPFC, using modeled and model-free fMRI analysis. Considering together the period before and after decision-making, there was activation of the vmPFC when comparing positive with indifferent or fictitious brands. However, when the decision-making period was separated from the moment after the response, and especially for positive brands, the vmPFC was more active after the choice than during the decision process itself, challenging some of the existing literature. The results of the present study support the notion that the vmPFC may be unimportant in the decision stage of brand preference, questioning theories that postulate that the vmPFC is in the origin of such a choice. Further studies are needed to investigate in detail why the vmPFC seems to be involved in brand preference only after the decision process.

No MeSH data available.


Relative frequency of response times obtained during the scanning session grouped in 500 ms intervals.
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Figure 4: Relative frequency of response times obtained during the scanning session grouped in 500 ms intervals.

Mentions: The graph in Figure 4 depicts the distribution of the subjects’ choices by response time. Response times were shorter with positive ratings (1546 ms) than indifferent (2370 ms) or fictitious ratings (2334 ms), suggesting a delayed decision process with the last two ratings. These differences are significant between positive and indifferent ratings (F426,589,0.01 = 1.702 – p-value < 0.000001), and positive and fictitious ratings (F553,589,0.01 = 1.708 – p-value < 0.000001), but not significant between indifferent and fictitious ratings (F553,426,0.01 = 1.004 – p-value = 0.969508).


Investigating the role of the ventromedial prefrontal cortex in the assessment of brands.

Santos JP, Seixas D, Brandão S, Moutinho L - Front Neurosci (2011)

Relative frequency of response times obtained during the scanning session grouped in 500 ms intervals.
© Copyright Policy - open-access
Related In: Results  -  Collection

License
Show All Figures
getmorefigures.php?uid=PMC3108388&req=5

Figure 4: Relative frequency of response times obtained during the scanning session grouped in 500 ms intervals.
Mentions: The graph in Figure 4 depicts the distribution of the subjects’ choices by response time. Response times were shorter with positive ratings (1546 ms) than indifferent (2370 ms) or fictitious ratings (2334 ms), suggesting a delayed decision process with the last two ratings. These differences are significant between positive and indifferent ratings (F426,589,0.01 = 1.702 – p-value < 0.000001), and positive and fictitious ratings (F553,589,0.01 = 1.708 – p-value < 0.000001), but not significant between indifferent and fictitious ratings (F553,426,0.01 = 1.004 – p-value = 0.969508).

Bottom Line: However, when the decision-making period was separated from the moment after the response, and especially for positive brands, the vmPFC was more active after the choice than during the decision process itself, challenging some of the existing literature.The results of the present study support the notion that the vmPFC may be unimportant in the decision stage of brand preference, questioning theories that postulate that the vmPFC is in the origin of such a choice.Further studies are needed to investigate in detail why the vmPFC seems to be involved in brand preference only after the decision process.

View Article: PubMed Central - PubMed

Affiliation: Superior Institute of Maia Maia, Portugal.

ABSTRACT
The ventromedial prefrontal cortex (vmPFC) is believed to be important in everyday preference judgments, processing emotions during decision-making. However, there is still controversy in the literature regarding the participation of the vmPFC. To further elucidate the contribution of the vmPFC in brand preference, we designed a functional magnetic resonance imaging (fMRI) study where 18 subjects assessed positive, indifferent, and fictitious brands. Also, both the period during and after the decision process were analyzed, hoping to unravel temporally the role of the vmPFC, using modeled and model-free fMRI analysis. Considering together the period before and after decision-making, there was activation of the vmPFC when comparing positive with indifferent or fictitious brands. However, when the decision-making period was separated from the moment after the response, and especially for positive brands, the vmPFC was more active after the choice than during the decision process itself, challenging some of the existing literature. The results of the present study support the notion that the vmPFC may be unimportant in the decision stage of brand preference, questioning theories that postulate that the vmPFC is in the origin of such a choice. Further studies are needed to investigate in detail why the vmPFC seems to be involved in brand preference only after the decision process.

No MeSH data available.