Decision making under uncertainty in a quasi realistic binary decision task - An fMRI study

Debates on the dorsomedial prefrontal/dorsal anterior cingulate cortex: insights for future research

The dorsomedial prefrontal cortex/dorsal anterior cingulate cortex (dmPFC/dACC) is a brain area subject to many theories and debates over its function(s). Even its precise anatomical borders are subject to much controversy. In the past decades, the dmPFC/dACC has been associated with more than 15 different cognitive processes, which sometimes appear quite unrelated (e.g. body perception, cognitive conflict). As a result, understanding what the dmPFC/dACC does has become a real challenge for many neuroscientists. Several theories of this brain area's function(s) have been developed, leading to successive and competitive publications bearing different models, which sometimes contradict each other. During the last two decades, the lively scientific exchanges around the dmPFC/dACC have promoted fruitful research in cognitive neuroscience. In this review, we provide an overview of the anatomy of the dmPFC/dACC, summarize the state of the art of functions that have been associated with this brain area and present the main theories aiming at explaining the dmPFC/dACC function(s). We explore the commonalities and the arguments between the different theories. Finally, we explain what can be learned from these debates for future investigations of the dmPFC/dACC and other brain regions' functions.

Watershed Brain Regions for Characterizing Brand Equity-Related Mental Processes

Brand equity is an important intangible for enterprises. As one advantage, products with brand equity can increase revenue, compared with those without such equity. However, unlike tangibles, it is difficult for enterprises to manage brand equity because it exists within consumers’ minds. Although, over the past two decades, numerous consumer neuroscience studies have revealed the brain regions related to brand equity, the identification of unique brain regions related to such equity is still controversial. Therefore, this study identifies the unique brain regions related to brand equity and assesses the mental processes derived from these regions. For this purpose, three analysis methods (i.e., the quantitative meta-analysis, chi-square tests, and machine learning) were conducted. The data were collected in accordance with the general procedures of a qualitative meta-analysis. In total, 65 studies (1412 foci) investigating branded objects with brand equity and unbranded objects without brand equity were examined, whereas the neural systems involved for these two brain regions were contrasted. According to the results, the parahippocampal gyrus and the lingual gyrus were unique brand equity-related brain regions, whereas automatic mental processes based on emotional associative memories derived from these regions were characteristic mental processes that discriminate branded from unbranded objects.

Contextual Modulation of Binary Decisions in Dyadic Social Interactions

The present experimental design allowed binary decisions (i.e., to choose between proactive approaching or withdrawing behavior). These decisions were made on complex social interaction scenarios displayed on videos. The videos were taken from a first-person perspective. They were preceded by one sentence each that provided additional information about the context of the displayed scenario. The sentence preceding the video and the video jointly provided a context of emotional valence. That context varied from trial to trial. We observed that provocative and threatening videos produced predominantly fear and anger responses. Fear was associated with withdrawal decisions, while anger led to approach decisions. Negative contextual information increased the probability of approach decisions in aggressive provocative videos; positive contextual information enhanced the chance of approach decisions in socially positive videos. In neutral situations, displayed in videos, the probability of the approach behavior was reduced in case of negative contextual information. Yet, the probability for approach behavior was increased if positive contextual information preceded neutral videos. Our experimental setup provided a paradigm that can be adapted and accommodated for the examination of future research questions on social decisions in multidimensional, complex social situations.