Limits...
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.


Parameter estimates for the stimuli in four local maxima in the vmPFC (subcallosal cortex: −6, 32, −10; frontal medial cortex: 2, 36, −14; ventral paracingulate gyrus: −2, 48, −2; ventral medial frontal pole: −2, 58, 4). The bar graphs identified with the suffix 6 s are the conventional GLM-based analysis of fMRI data. The bar graphs identified with the suffix br refer to the participation of the voxel before the response (decision stage). The bar graphs identified with the suffix ar refer to the participation after the decision instant but before the stimulus offset. Pos: positive; Ind: indifferent; Fic: fictitious; NEW: non-emotional words (baseline). MNI152 coordinates. Error bars correspond to confidence intervals of 95%.
© Copyright Policy - open-access
Related In: Results  -  Collection

License
getmorefigures.php?uid=PMC3108388&req=5

Figure 7: Parameter estimates for the stimuli in four local maxima in the vmPFC (subcallosal cortex: −6, 32, −10; frontal medial cortex: 2, 36, −14; ventral paracingulate gyrus: −2, 48, −2; ventral medial frontal pole: −2, 58, 4). The bar graphs identified with the suffix 6 s are the conventional GLM-based analysis of fMRI data. The bar graphs identified with the suffix br refer to the participation of the voxel before the response (decision stage). The bar graphs identified with the suffix ar refer to the participation after the decision instant but before the stimulus offset. Pos: positive; Ind: indifferent; Fic: fictitious; NEW: non-emotional words (baseline). MNI152 coordinates. Error bars correspond to confidence intervals of 95%.

Mentions: Four local maxima from the cluster in the vmPFC in the contrast positive versus indifferent in the conventional analysis were selected for further analysis. The parameter estimates of these voxels are represented in Figure 7 both for the conventional analysis and for the stimulus detailed analysis. For the conventional GLM analysis, all the four local maxima significantly activated when positive brands were involved. On the contrary, in the stimulus detailed analysis there were deactivations, more prominent in the anterior subregions (ventral paracingulate gyrus and ventral medial frontal pole). After the response, however, the vmPFC was extensively activate.


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

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

Parameter estimates for the stimuli in four local maxima in the vmPFC (subcallosal cortex: −6, 32, −10; frontal medial cortex: 2, 36, −14; ventral paracingulate gyrus: −2, 48, −2; ventral medial frontal pole: −2, 58, 4). The bar graphs identified with the suffix 6 s are the conventional GLM-based analysis of fMRI data. The bar graphs identified with the suffix br refer to the participation of the voxel before the response (decision stage). The bar graphs identified with the suffix ar refer to the participation after the decision instant but before the stimulus offset. Pos: positive; Ind: indifferent; Fic: fictitious; NEW: non-emotional words (baseline). MNI152 coordinates. Error bars correspond to confidence intervals of 95%.
© Copyright Policy - open-access
Related In: Results  -  Collection

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

Figure 7: Parameter estimates for the stimuli in four local maxima in the vmPFC (subcallosal cortex: −6, 32, −10; frontal medial cortex: 2, 36, −14; ventral paracingulate gyrus: −2, 48, −2; ventral medial frontal pole: −2, 58, 4). The bar graphs identified with the suffix 6 s are the conventional GLM-based analysis of fMRI data. The bar graphs identified with the suffix br refer to the participation of the voxel before the response (decision stage). The bar graphs identified with the suffix ar refer to the participation after the decision instant but before the stimulus offset. Pos: positive; Ind: indifferent; Fic: fictitious; NEW: non-emotional words (baseline). MNI152 coordinates. Error bars correspond to confidence intervals of 95%.
Mentions: Four local maxima from the cluster in the vmPFC in the contrast positive versus indifferent in the conventional analysis were selected for further analysis. The parameter estimates of these voxels are represented in Figure 7 both for the conventional analysis and for the stimulus detailed analysis. For the conventional GLM analysis, all the four local maxima significantly activated when positive brands were involved. On the contrary, in the stimulus detailed analysis there were deactivations, more prominent in the anterior subregions (ventral paracingulate gyrus and ventral medial frontal pole). After the response, however, the vmPFC was extensively activate.

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.