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A causal role for posterior medial frontal cortex in choice-induced preference change

A causal role for posterior medial frontal cortex in choice-induced preference change
A causal role for posterior medial frontal cortex in choice-induced preference change
After a person chooses between two items, preference for the chosen item will increase and preference for the unchosen item will decrease because of the choice made. In other words, we tend to justify or rationalize our past behavior by changing our attitude. This phenomenon of choice-induced preference change has been traditionally explained by cognitive dissonance theory. Choosing something that is disliked or not choosing something that is liked are both cognitively inconsistent and, to reduce this inconsistency, people tend to change their subsequently stated preference in accordance with their past choices. Previously, human neuroimaging studies identified posterior medial frontal cortex (pMFC) as a key brain region involved in cognitive dissonance. However, it remains unknown whether the pMFC plays a causal role in inducing preference change after cognitive dissonance. Here, we demonstrate that 25 min, 1 Hz repetitive transcranial magnetic stimulation applied over the pMFC significantly reduces choice-induced preference change compared with sham stimulation or control stimulation over a different brain region, demonstrating a causal role for the pMFC.
0270-6474
3598-3606
Izuma, Keise
67894464-b2eb-4834-9727-c2a870587e5a
Akula, Shyam
dc8deff7-2147-4e28-b12e-8824c6c717f9
Murayama, Kou
3e47d8f9-5a0d-416b-b03a-cc1acd058266
Wu, Daw-An
f3d8061b-8181-47f5-ad95-251a45abb8bd
Iacoboni, Marco
d1fcad78-36a2-477a-88f2-9c75f75068bc
Adolphs, Ralph
95a28d79-bdf7-42d6-b18a-503e85afa601
Izuma, Keise
67894464-b2eb-4834-9727-c2a870587e5a
Akula, Shyam
dc8deff7-2147-4e28-b12e-8824c6c717f9
Murayama, Kou
3e47d8f9-5a0d-416b-b03a-cc1acd058266
Wu, Daw-An
f3d8061b-8181-47f5-ad95-251a45abb8bd
Iacoboni, Marco
d1fcad78-36a2-477a-88f2-9c75f75068bc
Adolphs, Ralph
95a28d79-bdf7-42d6-b18a-503e85afa601

Izuma, Keise, Akula, Shyam, Murayama, Kou, Wu, Daw-An, Iacoboni, Marco and Adolphs, Ralph (2015) A causal role for posterior medial frontal cortex in choice-induced preference change. Journal of Neuroscience, 35 (8), 3598-3606. (doi:10.1523/JNEUROSCI.4591-14.2015).

Record type: Article

Abstract

After a person chooses between two items, preference for the chosen item will increase and preference for the unchosen item will decrease because of the choice made. In other words, we tend to justify or rationalize our past behavior by changing our attitude. This phenomenon of choice-induced preference change has been traditionally explained by cognitive dissonance theory. Choosing something that is disliked or not choosing something that is liked are both cognitively inconsistent and, to reduce this inconsistency, people tend to change their subsequently stated preference in accordance with their past choices. Previously, human neuroimaging studies identified posterior medial frontal cortex (pMFC) as a key brain region involved in cognitive dissonance. However, it remains unknown whether the pMFC plays a causal role in inducing preference change after cognitive dissonance. Here, we demonstrate that 25 min, 1 Hz repetitive transcranial magnetic stimulation applied over the pMFC significantly reduces choice-induced preference change compared with sham stimulation or control stimulation over a different brain region, demonstrating a causal role for the pMFC.

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More information

Accepted/In Press date: 16 January 2015
e-pub ahead of print date: 25 February 2015
Published date: 2015
Additional Information: © 2015, the authors. This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy. Further copying may not be permitted; contact the publisher for details

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Local EPrints ID: 425199
URI: https://eprints.soton.ac.uk/id/eprint/425199
ISSN: 0270-6474
PURE UUID: ff9a6b17-7a0c-4ec9-9a5a-dabac4b968fa

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Date deposited: 11 Oct 2018 16:30
Last modified: 02 May 2019 16:30

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Contributors

Author: Keise Izuma
Author: Shyam Akula
Author: Kou Murayama
Author: Daw-An Wu
Author: Marco Iacoboni
Author: Ralph Adolphs

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