Self interest versus 'moral sentiment' in economic policy

A review by Bowles in Science considers:

...a shortcoming in the conventional economic approach to policy design: It overlooks the possibility that economic incentives that appeal to self interest may diminish ethical or other reasons for complying with social norms and contributing to the common good. It cites one simple example of this happening:

In Haifa, at six day care centers, a fine was imposed on parents who were late picking up their children at the end of the day. Parents responded to the fine by doubling the fraction of time they arrived late. When after 12 weeks the fine was revoked, their enhanced tardiness persisted unabated. While other interpretations are possible, the counterproductive imposition of the fines illustrate a kind of negative synergy between economic incentives and moral behavior. The fine seems to have undermined the parents' sense of ethical obligation to avoid inconveniencing the teachers and led them to think of lateness as just another commodity they could purchase.

A clip from the Bowles' discussion:

Although standard in economics, reliance solely on self-interest in the design of policies has never won universal assent. Until recently, however, dissenting views, like Titmuss' celebrated claim that paying for blood donations degrades the willingness to contribute, were thought to lack either empirical support or a coherent account of why separability might fail. But a recent experiment suggests that Titmuss may have been right, at least for women. Other experiments surveyed in this review provide additional evidence that material interests and moral sentiments are not separable in the sense required by the conventional economic approach to policy-making.

Economists, psychologists, and others, in part stimulated by these new empirical data, are well on their way to constructing an economic psychology of the interplay of self-regarding and other-regarding motivation that may eventually enlighten mechanism design and public policy....Good policies and constitutions are those that support socially valued ends not only by harnessing selfish preferences to public ends but also by evoking, cultivating, and empowering public-spirited motives. The modest tax on plastic grocery bags enacted in Ireland in 2002 that resulted in a 94 per cent decline in their use appears to have had just this effect : Carrying a plastic bag joined wearing a fur coat in the gallery of antisocial anachronisms.

Emonomics

Berreby offers an entertaining review of Ariely's new book "Predictably Irrational," which deals with behavioral economics - the experimental study of what people actually do when they buy, sell, change jobs, marry and make other real-life decisions. The book is a concise summary of why today’s social science increasingly treats the markets-know-best model as a fairy tale.

To see how arousal alters sexual attitudes, for example, Ariely and his colleagues asked young men to answer a questionnaire — then asked them to answer it again, only this time while indulging in Internet pornography on a laptop wrapped in Saran Wrap. (In that state, their answers to questions about sexual tastes,, violence and condom use were far less respectable.) To study the power of suggestion, Ariely’s team zapped volunteers with a little painful electricity, then offered fake pain pills costing either 10 cents or $2.50 (all reduced the pain, but the more expensive ones had a far greater effect). To see how social situations affect honesty, they created tests that made it easy to cheat, then looked at what happened if they reminded people right before the test of a moral rule. (It turned out that being reminded of any moral code — the Ten Commandments, the non-existent “M.I.T. honor system” — caused cheating to plummet.)

Reasoning about our irrational ways

Elizabert Kolbert writes an interesting review in The New Yorker of several books on our irrational economic and political behaviors, the field of behavioral economics. It seems very likely that as politicians and governments become more knowledgeable about the patterns and emotional mechanisms governing our blunders, they will begin to nudge people towards more rational choices. The 'opt out' plans for increasing the numbers of people with health insurance plans or retirement savings are one example of this. Obama's campaign is making very good use of some basic neuro-economics and some of his people are aware of Westin's work (see my July 11 post), as well as Lakoff's (see Jan 31 post). Hillary doesn't seem to have a clue......

Why you think that $100 bottle of wine is better...

This little bit of work notes the neural basis of some of our 'refined aesthetic preferences'...what your brain might be doing when you feel that something that costs more is better (even when you are unknowingly comparing identical items). Here is the abstract from Plassmann et al.:

Despite the importance and pervasiveness of marketing, almost nothing is known about the neural mechanisms through which it affects decisions made by individuals. We propose that marketing actions, such as changes in the price of a product, can affect neural representations of experienced pleasantness. We tested this hypothesis by scanning human subjects using functional MRI while they tasted wines that, contrary to reality, they believed to be different and sold at different prices. Our results show that increasing the price of a wine increases subjective reports of flavor pleasantness as well as blood-oxygen-level-dependent activity in medial orbitofrontal cortex, an area that is widely thought to encode for experienced pleasantness during experiential tasks. The paper provides evidence for the ability of marketing actions to modulate neural correlates of experienced pleasantness and for the mechanisms through which the effect operates.

Figure: Neural correlates of liking ratings. (A) Activity in the mOFC and the midbrain correlated with the reported pleasantness of the six liquids at degustationtime. (B) Correlationof pleasantness ratings and BOLD responses

The neural control of vigor

An interesting article from Dolan's laboratory on the neural substrates of the motivation and vigor with which we perform actions. Their abstract lays it out clearly:

The vigor with which a participant performs actions that produce valuable outcomes is subject to a complex set of motivational influences. Many of these are believed to involve the amygdala and the nucleus accumbens, which act as an interface between limbic and motor systems. One prominent class of influences is called pavlovian–instrumental transfer (PIT), in which the motivational characteristics of a predictor influence the vigor of an action with respect to which it is formally completely independent. We provide a demonstration of behavioral PIT in humans, with an audiovisual predictor of the noncontingent delivery of money inducing participants to perform more avidly an action involving squeezing a handgrip to earn money. Furthermore, using functional magnetic resonance imaging, we show that this enhanced motivation was associated with a trial-by-trial correlation with the blood oxygenation level-dependent (BOLD) signal in the nucleus accumbens and a subject-by-subject correlation with the BOLD signal in the amygdala. Our data dovetails well with the animal literature and sheds light on the neural control of vigor.

Figure - The PIT paradigm used. Stage 1, In the pavlovian conditioning stage, participants are exposed to repeated pairings of the CS+ (a visual background and a sound) and a US (monetary reward of 20 pence), as well as presentations of a CS– that is not associated with reward. Here participants pressed a key to remove a patch that hid either a coin (CS+) or a coin with a superimposed red X (CS–). During the baseline CS, no patches were present; thus, there was no opportunity for reward. Each CS block lasted 12 s. Stage 2, During instrumental learning, participants were trained to squeeze a handgrip to obtain the same reward. Each block lasted 12 s. Stage 3, The critical PIT test took place under extinction and included presentation of the three CSs in a random order (here only the CS+ block is depicted). The participant was allowed to continue responding instrumentally.

Figure - Amygdala activity associated with PIT. Participants who showed a larger global PIT expressed enhanced bilateral amygdala activation. The bar graph shows, for the right amygdala and NAcc, mean parameter estimates for the correlation, across participants, of global PIT with the parameter estimate in each CS condition. Error bars represent the 90% confidence interval. *p <>

Drunken flies get hypersexual - and gay

Sound familiar? Reminds me of similar behaviors after University of Wisconsin football games, when drunken guys who could not find an appropriate female object would go ahead with what was available - other guys. This news item by Heidi Ledford in Nature describes experiments by Lee et al. that:

...tested the effects of chronic alcohol exposure on sexual behaviour in the fruitfly Drosophila melanogaster. The researchers noted that male flies repeatedly exposed to ethanol vapour became less discriminate in their mate selection. The buzzed flies often courted fellow males, pursuing them around the cage while serenading with a traditional fruitfly courtship song played on vibrating wings.


[Figure: Love Chain, male fruit flies chase each other in a circle] Eventually, the lusty flies devolve into a courting frenzy. “You get a chain of males chasing each other,” says Heberlein, who was not associated with the study but has observed similar behaviour in her own unpublished work. In contrast, alcohol had little effect on mating in female fruitflies, which normally do not court their mates.

The findings suggest that the flies do not fundamentally change their sexual orientation, but rather get over-sexed. “Multiple alcohol exposures makes them essentially hypersexual,” says Heberlein. The mind-dulling effects of alcohol might also make it more of a challenge for male fruitflies to distinguish the gender of other flies in the crowd.

Because of the genetic tools available, fruitflies might be a good model system for probing the idea, suggested for humans, that the neurotransmitter dopamine is a link between sex and alcohol.

Neural correlates of trust

Krueger et al. offer an MRI study of brain changes that occur during a reciprocal trust game. They:

.used hyperfunctional magnetic resonance imaging, in which two strangers interacted online with one another in a sequential reciprocal trust game while their brains were simultaneously scanned. By designing a nonanonymous, alternating multiround game, trust became bidirectional, and we were able to quantify partnership building and maintenance...We show that the paracingulate cortex is critically involved in building a trust relationship by inferring another person's intentions to predict subsequent behavior. This more recently evolved brain region can be differently engaged to interact with more primitive neural systems in maintaining conditional and unconditional trust in a partnership. Conditional trust selectively activated the ventral tegmental area, a region linked to the evaluation of expected and realized reward, whereas unconditional trust selectively activated the septal area, a region linked to social attachment behavior. The interplay of these neural systems supports reciprocal exchange that operates beyond the immediate spheres of kinship, one of the distinguishing features of the human species.

Figure - Brain responses for decisions to trust. (a) Trust building. Decisions to trust contrasted with the control condition activated the PcC (Brodmann's areas, BA 9/32). (b) Trust maintenance. Decisions to trust contrasted with the control condition activated the SA (together with the adjoining hypothalamus)

How our brains process inequity in rewards.

This work suggests that the calculation of social standing - as indexed by payment - may be an unconscious and automatic process in the brain. The previous post on monkeys judging inequity in rewards suggests an evolutionary origin in earlier primate behavior. Here we have a very similar experiment done on humans, with fMRI data that we can't get from the monkeys. The results provide neurophysiological evidence for the importance of social comparison on reward processing in the human brain. Several studies show that most of us place as much value on relative remuneration, comparing ourselves with others, as on its absolute level. In the current work, when subjects were given different compensation for solving the same puzzle, this was reflected by different activation levels in the ventral striatum, a brain region known to be involved in the comparison of predicted and actually received rewards (i.e., reward prediction error). Here is the abstract from Fliessbach et al., followed by a figure from the paper:

Whether social comparison affects individual well-being is of central importance for understanding behavior in any social environment. Traditional economic theories focus on the role of absolute rewards, whereas behavioral evidence suggests that social comparisons influence well-being and decisions. We investigated the impact of social comparisons on reward-related brain activity using functional magnetic resonance imaging (fMRI). While being scanned in two adjacent MRI scanners, pairs of subjects had to simultaneously perform a simple estimation task that entailed monetary rewards for correct answers. We show that a variation in the comparison subject's payment affects blood oxygenation level–dependent responses in the ventral striatum. Our results provide neurophysiological evidence for the importance of social comparison on reward processing in the human brain.

Figure - Glassbrain projection of brain regions showing stronger BOLD responses in conditions in which a subject received a reward while the other did not compared with conditions in which a subject did not receive a reward at all.

Monkeys judge inequity like humans

DeWaal and collaborators expand on previous observations to show that capuchin monkeys get really pissed off if they worked harder for a reward than another monkey, and then see that monkey get a greater reward! This suggests that our human resentment of inequity in rewards my have a very ancient origin in primate behavior. Here is their abstract:

Without joint benefits, joint actions could never have evolved. Cooperative animals need to monitor closely how large a share they receive relative to their investment toward collective goals. This work documents the sensitivity to reward division in brown, or tufted, capuchin monkeys (Cebus apella). In addition to confirming previous results with a larger subject pool, this work rules out several alternative explanations and adds data on effort sensitivity. Thirteen adult monkeys exchanged tokens for rewards, showing negative reactions to receiving a less-favored reward than their partner. Because their negative reaction could not be attributed to the mere visibility of better rewards (greed hypothesis) nor to having received such rewards in the immediate past (frustration hypothesis), it must have been caused by seeing their partner obtain the better reward. Effort had a major effect in that by far the lowest level of performance in the entire study occurred in subjects required to expend a large effort while at the same time seeing their partner receive a better reward. It is unclear whether this effort–effect was based on comparisons with the partner, but it added significantly to the intensity of the inequity response. These effects are as expected if the inequity response evolved in the context of cooperative survival strategies.

Want to reduce risky behavior? Just pass a tiny current across your forehead.

Another brave new world item (from Fecteau et al.) - just what you need for your juvenile delinquent teenager! All you have to do is hook up a battery to two saline-soaked surface sponge electrodes to deliver anodal transcranial direct current stimulation (tDCS - two milliamps) to the right dorsolateral prefrontal cortex (DLPFC) to slightly up-regulate its activity, coupled with cathodal tDCS to the left DLPFC (current flows from anode to cathode). Here is the whole abstract and one figure:

Studies have shown increased risk taking in healthy individuals after low-frequency repetitive transcranial magnetic stimulation, known to transiently suppress cortical excitability, over the right dorsolateral prefrontal cortex (DLPFC). It appears, therefore, plausible that differential modulation of DLPFC activity, increasing the right while decreasing the left, might lead to decreased risk taking, which could hold clinical relevance as excessively risky decision making is observed in clinical populations leading to deleterious consequences. The goal of the present study was to investigate whether risk-taking behaviors could be decreased using concurrent anodal transcranial direct current stimulation (tDCS) of the right DLPFC, which allows upregulation of brain activity, with cathodal tDCS of the left DLPCF, which downregulates activity. Thirty-six healthy volunteers performed the risk task while they received either anodal over the right with cathodal over the left DLPFC, anodal over the left with cathodal over the right DLPFC, or sham stimulation. We hypothesized that right anodal/left cathodal would decrease risk-taking behavior compared with left anodal/right cathodal or sham stimulation. As predicted, during right anodal/left cathodal stimulation over the DLPFC, participants chose more often the safe prospect compared with the other groups. Moreover, these participants appeared to be insensitive to the reward associated with the prospects. These findings support the notion that the interhemispheric balance of activity across the DLPFCs is critical in decision-making behaviors. Most importantly, the observed suppression of risky behaviors suggests that populations with boundless risk-taking behaviors leading to negative real-life consequences, such as individuals with addiction, might benefit from such neuromodulation-based approaches.

Figure 1. Schematic representation of the experimental design. Each participant started to perform the risk task after receiving 5 min of stimulation. Stimulation continued throughout the task. The risk task was a decision-making task involving gambling. The task provided a measure of decision making under risk with little requirements on strategy and working memory.

Drug craving? - Just zap your insula!

An important factor that contributes to drug-seeking in addicted individuals is the negative feelings that result from abstinence. Such mood states are monitored by the interoceptive sensory system, and particularly by a brain area called the insular cortex, known to process emotional information. Thus this abstract from Contreras et al. is of interest:

Addiction profoundly alters motivational circuits so that drugs become powerful reinforcers of behavior. The interoceptive system continuously updates homeostatic and emotional information that are important elements in motivational decisions. We tested the idea that interoceptive information is essential in drug craving and in the behavioral signs of malaise. We inactivated the primary interoceptive cortex in amphetamine-experienced rats, which prevented the urge to seek amphetamine in a place preference task. Interoceptive insula inactivation also blunted the signs of malaise induced by acute lithium administration. Drug-seeking and malaise both induced Fos expression, a marker of neuronal activation, in the insula. We conclude that the insular cortex is a key structure in the perception of bodily needs that provides direction to motivated behaviors.

The therapeutic intervention was an injection of 2% lidocaine (a sodium channel blocker to inhibit nerve activity) into the left and right insula to cause a transient shutdown of insular nerve activity (injecting adjacent cortex was not effective). Although this is a sledgehammer approach with possible dire side effects, it suggests that therapeutic interventions in the insula may help to alleviate drug cravings, .

Naturopathy wins over physical therapy advice?

Chronic lower back pain is perhaps the most commonly reported workplace disability. Szczurko et al. conducted a randomized clinical trial of 75 postal service employees experiencing more than six weeks of chronic back pain, dividing them to receive Naturopathic care (n = 39) or standardized physiotherapy (n = 36) over a period of 12 weeks. The study was conducted in clinics on-site in postal outlets. Participants in the Naturopathic care group received dietary counseling, deep breathing relaxation techniques and acupuncture. The control intervention received education and instruction on physiotherapy exercises using an approved education booklet. The authors suggest that naturopathic care provided statistically significant greater improvement than physiotherapy advice.

The naturopathic route involved hands-on intervention (acupuncture), and there is this curious point suggesting some rather significant motivational differences:

Data was available on 100% (39) of the naturopathic care group at week 8 and 75% (27) of the control group at week 8. Complete data on participants at week 12 was available on 92% and 63% respectfully.

Mind-Set matters: More on contruals and the placebo effect altering physiology and perfomance

I am grateful to a blog reader for pointing out an article that adds to one of the threads in this blog, how brief interventions with a small amount of information can alter performance in striking ways. Two previous posts have mentioned how such information can alter math related gender differences and racial achievement gaps. Here is more on how, by altering the stories we tell ourselves, we can fundamentally change our physiology and our performace: Crum and Langer report in Psychological Science (PDF here) that the relationship between exercise and health can be altered by offering a bit of information that changes how exercise is regarded. Here is their abstract:

In a study testing whether the relationship between exercise and health is moderated by one's mind-set, 84 female room attendants working in seven different hotels were measured on physiological health variables affected by exercise. Those in the informed condition were told that the work they do (cleaning hotel rooms) is good exercise and satisfies the Surgeon General's recommendations for an active lifestyle. Examples of how their work was exercise were provided. Subjects in the control group were not given this information. Although actual behavior did not change, 4 weeks after the intervention, the informed group perceived themselves to be getting significantly more exercise than before. As a result, compared with the control group, they showed a decrease in weight, blood pressure, body fat, waist-to-hip ratio, and body mass index. These results support the hypothesis that exercise affects health in part or in whole via the placebo effect.

A study like this makes you wonder how much of the benefit of physical education regimes like yoga, pilates, etc.- versus just being active - are due to such a placebo effect.

Sugar more rewarding than cocaine...

From Lenoir et al.:

Background: Refined sugars (e.g., sucrose, fructose) were absent in the diet of most people until very recently in human history. Today overconsumption of diets rich in sugars contributes together with other factors to drive the current obesity epidemic. Overconsumption of sugar-dense foods or beverages is initially motivated by the pleasure of sweet taste and is often compared to drug addiction. Though there are many biological commonalities between sweetened diets and drugs of abuse, the addictive potential of the former relative to the latter is currently unknown.

Principal finding: ...when rats were allowed to choose mutually-exclusively between water sweetened with saccharin–an intense calorie-free sweetener–and intravenous cocaine–a highly addictive and harmful substance–the large majority of animals (94%) preferred the sweet taste of saccharin. The preference for saccharin was not attributable to its unnatural ability to induce sweetness without calories because the same preference was also observed with sucrose, a natural sugar. Finally, the preference for saccharin was not surmountable by increasing doses of cocaine and was observed despite either cocaine intoxication, sensitization or intake escalation–the latter being a hallmark of drug addiction.

Thus, they demonstrate (at least in rats) that:

...intense sweetness can surpass cocaine reward, even in drug-sensitized and -addicted individuals.

And speculate:

...that the addictive potential of intense sweetness results from an inborn hypersensitivity to sweet tastants. In most mammals, including rats and humans, sweet receptors evolved in ancestral environments poor in sugars and are thus not adapted to high concentrations of sweet tastants. The supranormal stimulation of these receptors by sugar-rich diets, such as those now widely available in modern societies, would generate a supranormal reward signal in the brain, with the potential to override self-control mechanisms and thus to lead to addiction.

Brain responses revealing motives for charitable donations.

A recent study by Harbaught et al. finds that three very different things—monetary payoffs to oneself, observing a charity get money, and a warm-glow effect related to free choice—all activate similar neural substrates. Here is their abstract, PDF of article is here.

Civil societies function because people pay taxes and make charitable contributions to provide public goods. One possible motive for charitable contributions, called "pure altruism," is satisfied by increases in the public good no matter the source or intent. Another possible motive, "warm glow," is only fulfilled by an individual's own voluntary donations. Consistent with pure altruism, we find that even mandatory, tax-like transfers to a charity elicit neural activity in areas linked to reward processing. Moreover, neural responses to the charity's financial gains predict voluntary giving. However, consistent with warm glow, neural activity further increases when people make transfers voluntarily. Both pure altruism and warm-glow motives appear to determine the hedonic consequences of financial transfers to the public good.

Figure: Neural response in the ventral striatum to mandatory payoffs for the subject (yellow), the charity (blue), and both (green). (To test for the pure altruism and warm-glow motives, they used functional magnetic resonance imaging while subjects played a dictator game. Subjects received $100 and then made decisions about whether or not to give money to a local food bank. They also observed mandatory, tax-like transfers of their money to the food bank.)

They suggest that:
...This result supports arguments for a common "neural currency" of reward and shows that this model can be applied not just to choice over money, risk, and private consumption goods, but also to more abstract policy choices involving taxation and charitable giving. Our results are also important for understanding why people give money to charitable organizations. First, these transfers are associated with neural activation similar to that which comes from receiving money for oneself. The fact that mandatory transfers to a charity elicit activity in reward-related areas suggests that even mandatory taxation can produce satisfaction for taxpayers. A better understanding of the conditions under which taxation elicits "neural rewards" could prove useful for evaluating the desirability of different tax policies.

When Lots of Money Makes You Feel Rich

I'm passing on a curious (and not too surprising) short piece by Alex Mindlin in the New York Times with the same title this post:

Anyone who has ever thrown around a stack of liras or rupees knows that people are sometimes more extravagant with currencies that have high face values. A paper recently published in The Journal of Consumer Research explored that effect...In one study, students in Hong Kong, when asked to allocate spending from an imaginary paycheck of 9,000 Hong Kong dollars, devoted an average of 532.35 of those dollars to food spending...Two weeks later, the students were asked to imagine that they had moved to the fictional country of Tristania, where a Hong Kong dollar equaled 18 Tristanian dollars, and therefore their pay was 162,000 Tristanian dollars. The students splurged, spending 30 percent more on food in real terms...The opposite effect was seen among students sent to an alternate Tristania where their paychecks were worth only 500 Tristanian dollars...“You feel more rich if you have more units of currency,” said Dilip Soman, a professor of marketing at the University of Toronto, and one of the paper’s authors...Earlier studies have been taken to suggest the opposite — that consumers are wary of spending in “numerous” foreign currencies, because they are put off by the high numbers on price tags. But Mr. Soman said that those studies had not taken budgeting into account.

Brain activity that predicts choice of rewards...

McClure et al. offer an interesting study in J. Neurosci. (PDF here). Here is their abstract and one figure from the paper.

Previous research, involving monetary rewards, found that limbic reward-related areas show greater activity when an intertemporal choice includes an immediate reward than when the options include only delayed rewards. In contrast, the lateral prefrontal and parietal cortex (areas commonly associated with deliberative cognitive processes, including future planning) respond to intertemporal choices in general but do not exhibit sensitivity to immediacy (McClure et al., 2004). The current experiments extend these findings to primary rewards (fruit juice or water) and time delays of minutes instead of weeks. Thirsty subjects choose between small volumes of drinks delivered at precise times during the experiment (e.g., 2 ml now vs 3 ml in 5 min). Consistent with previous findings, limbic activation was greater for choices between an immediate reward and a delayed reward than for choices between two delayed rewards, whereas the lateral prefrontal cortex and posterior parietal cortex responded similarly whether choices were between an immediate and a delayed reward or between two delayed rewards. Moreover, relative activation of the two sets of brain regions predicts actual choice behavior. A second experiment finds that when the delivery of all rewards is offset by 10 min (so that the earliest available juice reward in any choice is 10 min), no differential activity is observed in limbic reward-related areas for choices involving the earliest versus only more delayed rewards. We discuss implications of this finding for differences between primary and secondary rewards.
Beta and delta brain areas. fMRI data were fit with two regressors. A, The beta regressor identified those brain areas that are preferentially activated by choices involving a reward available at a 0 min delay. Brain areas that correlated with this regressor included a set of brain areas all closely linked with the mesolimbic dopamine system. These include the NAc, PCC, mOFC, and ACC.

Genetic basis for vulnerability to drug addiction.

Yacubian et al.(link to full text) demonstrate that human genetic variations that alter dopamine neurotransmission involved in reward pathways correlate with change in sensitivity to rewards and also with activity in the ventral striatum reward system. The data suggest a potential genetic basis for drug vulnerability. Here is their abstract:

Reward processing depends on dopaminergic neurotransmission and is modulated by factors affecting dopamine (DA) reuptake and degradation. We used fMRI and a guessing task sensitive to reward-related activation in the prefrontal cortex and ventral striatum to study how individual variation in genes contributing to DA reuptake [DA transporter (DAT)] and degradation [catechol-o-methyltransferase (COMT)] influences reward processing. Prefrontal activity, evoked by anticipation of reward irrespective of reward probability and magnitude, was COMT genotype-dependent. Volunteers homozygous for the Met allele, associated with lower enzyme activity and presumably greater DA availability, showed larger responses compared with volunteers homozygous for the Val allele. A similar COMT effect was observed in the ventral striatum. As reported previously, the ventral striatum was also found to code gain-related expected value, i.e., the product of reward magnitude and gain probability. Individual differences in ventral striatal sensitivity for value were in part explained by an epistatic gene–gene interaction between COMT and DAT. Although most genotype combinations exhibited the expected activity increase with more likely and larger rewards, two genotype combinations (COMT Met/Met DAT 10R and COMT Val/Val 9R) were associated with blunted ventral striatal responses. In view of a consistent relationship between reduced reward sensitivity and addiction, our findings point to a potential genetic basis for vulnerability to addiction.

Neuroimaging of Subliminal Motivation

Pessiglione et al. (PDF here) do an interesting experiment in which they flash a picture of either a penny or a pound coin for 17, 50, 100 msec. followed by a masking picture. Subjects can report seeing the last, but not the first two images, so these first two are assumed to be subliminal. To characterize the effects of the monetary stakes, they recorded not only brain activity but also skin conductance and hand-grip force. Skin conductance response (SCR) is linked to autonomic sympathetic arousal and is interpreted as reflecting an affective evaluation of the monetary stake. Online visual feedback of the force exerted was displayed as a fluid level moving up and down within a thermometer depicted on the screen (see figure). Subjects were instructed that the higher the fluid level rose, the more of the monetary stake they would get to keep. At the end of the trial, subjects were given visual feedback of the amount of money that they had accumulated.

The incentive force task. Successive screens displayed in one trial are shown from left to right, with durations in ms. Coin images, either one pound (£1) or one penny (1p), indicate the monetary value attributed to the top of the thermometer image. The fluid level in the thermometer represents the online force exerted on the hand grip. The last screen indicates cumulative total of the money won so far...

The data show that the 50 msec stimulus of a pound coin image, which is not reported as seen, causes an increase in skin conductance and activity in the ventral pallidum that is almost as large as the increase caused by the 100 msec stimulus, which is seen. Both activities are much lower for the one penny stimulus. (Ventral pallidal neurons encode rewarding properties of environmental stimuli, and are thought to play a role in incentive motivation.)

Caudate, putamen, and accumbens are shown in green; external and internal pallidum are shown in blue, with limbic sectors in violet.

How pretty faces sell boring products - conditioning our brain's reward system

Bray and O'Doherty's report in the Journal of Neurophysiology illustrates the biology behind the selling power of beautiful models in advertisements for mundane products, and should be of interest to neuro-marketers everywhere. PDF here. Their abstract:

Attractive faces can be considered to be a form of visual reward. Previous imaging studies have reported activity in reward structures including orbitofrontal cortex and nucleus accumbens during presentation of attractive faces. Given that these stimuli appear to act as rewards, we set out to explore whether it was possible to establish conditioning in human subjects by pairing presentation of arbitrary affectively neutral stimuli with subsequent presentation of attractive and unattractive faces. Furthermore, we scanned human subjects with functional magnetic resonance imaging (fMRI) while they underwent this conditioning procedure to determine whether a reward-prediction error signal is engaged during learning with attractive faces as is known to be the case for learning with other types of reward such as juice and money. Subjects showed changes in behavioral ratings to the conditioned stimuli (CS) when comparing post- to preconditioning evaluations, notably for those CSs paired with attractive female faces. We used a simple Rescorla-Wagner learning model to generate a reward-prediction error signal and entered this into a regression analysis with the fMRI data. We found significant prediction error-related activity in the ventral striatum during conditioning with attractive compared with unattractive faces. These findings suggest that an arbitrary stimulus can acquire conditioned value by being paired with pleasant visual stimuli just as with other types of reward such as money or juice. This learning process elicits a reward-prediction error signal in a main target structure of dopamine neurons: the ventral striatum. The findings we describe here may provide insights into the neural mechanisms tapped into by advertisers seeking to influence behavioral preferences by repeatedly exposing consumers to simple associations between products and rewarding visual stimuli such as pretty faces.

Legend - Prediction error related activity in the nucleus accumbens. A: voxels in the nucleus accumbens were significantly activated in a contrast of prediction error signals for attractive faces vs. unattractive faces, voxels in yellow are significant at P <>