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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.


Related in: MedlinePlus

Statistical z maps (unthresholded and thresholded) for the contrasts between positive versus indifferent brands and positive versus fictitious logos in the stimulus detailed analysis. The two top row maps represent the decision stage (before the response), and the two bottom row maps represent the period after the response (passive visualization). In the unthresholded images the significant clusters are outlined in white (for z > 2.3), the vmPFC is outlined in green. Sagittal views for x = −04 (MNI152 coordinates).
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Figure 6: Statistical z maps (unthresholded and thresholded) for the contrasts between positive versus indifferent brands and positive versus fictitious logos in the stimulus detailed analysis. The two top row maps represent the decision stage (before the response), and the two bottom row maps represent the period after the response (passive visualization). In the unthresholded images the significant clusters are outlined in white (for z > 2.3), the vmPFC is outlined in green. Sagittal views for x = −04 (MNI152 coordinates).

Mentions: Figure 6 represents the stimulus detailed analysis for the same contrasts. For the period before the response (decision stage) the vmPFC tendentiously deactivated. Conversely, after button pressing, i.e., after the decision was made and while subjects were passively visualizing the stimulus, the vmPFC was active.


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

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

Statistical z maps (unthresholded and thresholded) for the contrasts between positive versus indifferent brands and positive versus fictitious logos in the stimulus detailed analysis. The two top row maps represent the decision stage (before the response), and the two bottom row maps represent the period after the response (passive visualization). In the unthresholded images the significant clusters are outlined in white (for z > 2.3), the vmPFC is outlined in green. Sagittal views for x = −04 (MNI152 coordinates).
© Copyright Policy - open-access
Related In: Results  -  Collection

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

Figure 6: Statistical z maps (unthresholded and thresholded) for the contrasts between positive versus indifferent brands and positive versus fictitious logos in the stimulus detailed analysis. The two top row maps represent the decision stage (before the response), and the two bottom row maps represent the period after the response (passive visualization). In the unthresholded images the significant clusters are outlined in white (for z > 2.3), the vmPFC is outlined in green. Sagittal views for x = −04 (MNI152 coordinates).
Mentions: Figure 6 represents the stimulus detailed analysis for the same contrasts. For the period before the response (decision stage) the vmPFC tendentiously deactivated. Conversely, after button pressing, i.e., after the decision was made and while subjects were passively visualizing the stimulus, the vmPFC was active.

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.


Related in: MedlinePlus