Monetary favors and their influence on neural responses and revealed preference.

The Journal of Neuroscience : the Official Journal of the Society for Neuroscience
Ann HarveyP Read Montague

Abstract

Favors from a sender to a receiver are known to bias decisions made by the recipient, especially when the decision relates to the sender, a feature of social exchange known as reciprocity. Using an art-viewing paradigm possessing no objectively correct answer for preferring one piece of art over another, we show that sponsorship of the experiment by a company endows the logo of the company with the capacity to bias revealed preference for art displayed next to the logo. Merely offering to sponsor the experiment similarly endowed the gesturing logo of the company with the capacity to bias revealed preferences. These effects do not depend upon the size of the displayed art or the proximity of the sponsoring logo to the piece of art. We used functional magnetic resonance imaging to show that such monetary favors do not modulate a special collection of brain responses but instead modulate responses in neural networks normally activated by a wide range of preference judgments. The results raise the important possibility that monetary favors bias judgments in domains seemingly unrelated to the favor but nevertheless act in an implicit way through neural networks that underlie normal, ongoing preference judgments.

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Citations

Jun 8, 2011·Proceedings of the National Academy of Sciences of the United States of America·Ulrich KirkP Read Montague
Jan 18, 2013·The Journal of Neuroscience : the Official Journal of the Society for Neuroscience·Ting XiangP Read Montague
Dec 8, 2011·Pain Medicine : the Official Journal of the American Academy of Pain Medicine·Jerome Schofferman
Dec 12, 2012·NeuroImage·Seth Madlon-KayNathaniel D Daw
Aug 11, 2015·Frontiers in Psychology·Jordan R Schoenherr
Sep 7, 2014·Social Cognitive and Affective Neuroscience·Ulrich KirkJonathan Downar
May 23, 2013·Psychological Science·Marios G Philiastides, Roger Ratcliff
Dec 21, 2017·Frontiers in Human Neuroscience·Marcos NadalGisèle Marty
Jul 21, 2015·Nature Neuroscience·Maël LebretonMathias Pessiglione
Nov 30, 2018·Wiley Interdisciplinary Reviews. Cognitive Science·Marcos Nadal, Anjan Chatterjee
Apr 15, 2020·Nature Neuroscience·Alizée Lopez-PersemMathias Pessiglione
May 26, 2017·Human Brain Mapping·Tomohiro Ishizu, Semir Zeki
Feb 23, 2020·Academic Medicine : Journal of the Association of American Medical Colleges·Pesha F RubinsteinChristoph U Lehmann
Oct 31, 2020·Cognitive, Affective & Behavioral Neuroscience·Michela Balconi, Giulia Fronda
Oct 23, 2020·Cognitive, Affective & Behavioral Neuroscience·Hu Chuan-PengJie Sui

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