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Viswanathan V, Sheppard JP, Kim BW, Plantz CL, Ying H, Lee MJ, Raman K, Mulhern FJ, Block MP, Calder B, Lee S, Mortensen DT, Blood AJ, Breiter HC. A Quantitative Relationship between Signal Detection in Attention and Approach/Avoidance Behavior. Front Psychol 2017; 8:122. [PMID: 28270776 PMCID: PMC5318395 DOI: 10.3389/fpsyg.2017.00122] [Citation(s) in RCA: 8] [Impact Index Per Article: 1.0] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 03/23/2016] [Accepted: 01/17/2017] [Indexed: 11/13/2022] Open
Abstract
This study examines how the domains of reward and attention, which are often studied as independent processes, in fact interact at a systems level. We operationalize divided attention with a continuous performance task and variables from signal detection theory (SDT), and reward/aversion with a keypress task measuring approach/avoidance in the framework of relative preference theory (RPT). Independent experiments with the same subjects showed a significant association between one SDT and two RPT variables, visualized as a three-dimensional structure. Holding one of these three variables constant, further showed a significant relationship between a loss aversion-like metric from the approach/avoidance task, and the response bias observed during the divided attention task. These results indicate that a more liberal response bias under signal detection (i.e., a higher tolerance for noise, resulting in a greater proportion of false alarms) is associated with higher "loss aversion." Furthermore, our functional model suggests a mechanism for processing constraints with divided attention and reward/aversion. Together, our results argue for a systematic relationship between divided attention and reward/aversion processing in humans.
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Affiliation(s)
- Vijay Viswanathan
- Medill Integrated Marketing Communications, Northwestern UniversityEvanston, IL, USA; Applied Neuromarketing Consortium, Medill, Kellogg, and Feinberg Schools, Northwestern UniversityEvanston, IL, USA
| | - John P Sheppard
- Applied Neuromarketing Consortium, Medill, Kellogg, and Feinberg Schools, Northwestern UniversityEvanston, IL, USA; Warren Wright Adolescent Center, Department of Psychiatry and Behavioral Sciences, Northwestern University Feinberg School of MedicineChicago, IL, USA
| | - Byoung W Kim
- Applied Neuromarketing Consortium, Medill, Kellogg, and Feinberg Schools, Northwestern UniversityEvanston, IL, USA; Warren Wright Adolescent Center, Department of Psychiatry and Behavioral Sciences, Northwestern University Feinberg School of MedicineChicago, IL, USA; Laboratory of Neuroimaging and Genetics, and Mood and Motor Control Laboratory, Department of Psychiatry, Massachusetts General Hospital and Harvard Medical SchoolBoston, MA, USA; MGH Center for Translational Research in Prescription Drug Abuse, Department of Anesthesia, Massachusetts General Hospital and Harvard Medical SchoolBoston, MA, USA; Northwestern University and Massachusetts General Hospital Phenotype Genotype Project in Addiction and Mood DisordersChicago, IL, USA
| | - Christopher L Plantz
- Department of Materials Science and Engineering, University of Illinois at Urbana-Champaign Urbana, IL, USA
| | - Hao Ying
- Applied Neuromarketing Consortium, Medill, Kellogg, and Feinberg Schools, Northwestern UniversityEvanston, IL, USA; Department of Electrical Engineering, Wayne State UniversityDetroit, MI, USA
| | - Myung J Lee
- Applied Neuromarketing Consortium, Medill, Kellogg, and Feinberg Schools, Northwestern UniversityEvanston, IL, USA; Warren Wright Adolescent Center, Department of Psychiatry and Behavioral Sciences, Northwestern University Feinberg School of MedicineChicago, IL, USA; Laboratory of Neuroimaging and Genetics, and Mood and Motor Control Laboratory, Department of Psychiatry, Massachusetts General Hospital and Harvard Medical SchoolBoston, MA, USA; MGH Center for Translational Research in Prescription Drug Abuse, Department of Anesthesia, Massachusetts General Hospital and Harvard Medical SchoolBoston, MA, USA; Northwestern University and Massachusetts General Hospital Phenotype Genotype Project in Addiction and Mood DisordersChicago, IL, USA
| | - Kalyan Raman
- Medill Integrated Marketing Communications, Northwestern UniversityEvanston, IL, USA; Applied Neuromarketing Consortium, Medill, Kellogg, and Feinberg Schools, Northwestern UniversityEvanston, IL, USA
| | - Frank J Mulhern
- Medill Integrated Marketing Communications, Northwestern UniversityEvanston, IL, USA; Applied Neuromarketing Consortium, Medill, Kellogg, and Feinberg Schools, Northwestern UniversityEvanston, IL, USA
| | - Martin P Block
- Medill Integrated Marketing Communications, Northwestern UniversityEvanston, IL, USA; Applied Neuromarketing Consortium, Medill, Kellogg, and Feinberg Schools, Northwestern UniversityEvanston, IL, USA
| | - Bobby Calder
- Applied Neuromarketing Consortium, Medill, Kellogg, and Feinberg Schools, Northwestern UniversityEvanston, IL, USA; Department of Marketing, Kellogg School of Management, Northwestern UniversityEvanston, IL, USA
| | - Sang Lee
- Applied Neuromarketing Consortium, Medill, Kellogg, and Feinberg Schools, Northwestern UniversityEvanston, IL, USA; Laboratory of Neuroimaging and Genetics, and Mood and Motor Control Laboratory, Department of Psychiatry, Massachusetts General Hospital and Harvard Medical SchoolBoston, MA, USA; MGH Center for Translational Research in Prescription Drug Abuse, Department of Anesthesia, Massachusetts General Hospital and Harvard Medical SchoolBoston, MA, USA; Northwestern University and Massachusetts General Hospital Phenotype Genotype Project in Addiction and Mood DisordersChicago, IL, USA
| | - Dale T Mortensen
- Department of Economics, Northwestern University College of Arts and Sciences Evanston, IL, USA
| | - Anne J Blood
- Applied Neuromarketing Consortium, Medill, Kellogg, and Feinberg Schools, Northwestern UniversityEvanston, IL, USA; Laboratory of Neuroimaging and Genetics, and Mood and Motor Control Laboratory, Department of Psychiatry, Massachusetts General Hospital and Harvard Medical SchoolBoston, MA, USA; MGH Center for Translational Research in Prescription Drug Abuse, Department of Anesthesia, Massachusetts General Hospital and Harvard Medical SchoolBoston, MA, USA; Northwestern University and Massachusetts General Hospital Phenotype Genotype Project in Addiction and Mood DisordersChicago, IL, USA
| | - Hans C Breiter
- Applied Neuromarketing Consortium, Medill, Kellogg, and Feinberg Schools, Northwestern UniversityEvanston, IL, USA; Warren Wright Adolescent Center, Department of Psychiatry and Behavioral Sciences, Northwestern University Feinberg School of MedicineChicago, IL, USA; Laboratory of Neuroimaging and Genetics, and Mood and Motor Control Laboratory, Department of Psychiatry, Massachusetts General Hospital and Harvard Medical SchoolBoston, MA, USA; MGH Center for Translational Research in Prescription Drug Abuse, Department of Anesthesia, Massachusetts General Hospital and Harvard Medical SchoolBoston, MA, USA; Northwestern University and Massachusetts General Hospital Phenotype Genotype Project in Addiction and Mood DisordersChicago, IL, USA
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