Featured Research

from universities, journals, and other organizations

Brain sets prices with emotional value

Date:
July 3, 2013
Source:
Duke University
Summary:
You might be falling in love with that new car, but you probably wouldn't pay as much for it if you could resist the feeling. Researchers who study how the brain values things -- a field called neuroeconomics -- have found that your feelings about something and the value you put on it are calculated similarly in a specific area of the brain.

You might be falling in love with that new car, but you probably wouldn't pay as much for it if you could resist the feeling. Researchers at Duke University who study how the brain values things -- a field called neuroeconomics -- have found that your feelings about something and the value you put on it are calculated similarly in a specific area of the brain.

The region is small area right between the eyes at the front of the brain. It's called the ventromedial prefrontal cortex, or vmPFC for short. Scott Huettel, director of Duke's Center for Interdisciplinary Decision Science, said scientists studying emotion and neuroeconomics had independently singled out this area of the brain in their research but neither group recognized that the other's research was focused on it too.

Now, after a series of experiments in which subjects were asked to modify how they felt about something either positively or negatively, the Duke group is arguing that emotional and economic calculations are more closely related than brain scientists had realized. The study appears July 3 in the Journal of Neuroscience.

Earlier research by other groups had shown the vmPFC participates in calculating the value of rewards and that it is engaged by positive stimuli that aren't really rewards, like a happy memory or a picture of a happy face. A separate line of studies had shown that this brain region also set values on little things like snacks.

The vmPFC handles value tradeoffs such as 'is that product worth parting with my hard-earned money?' "This says that your emotions would enter into that tradeoff," Huettel said.

"The neuroscience fits with your intuitive understanding," said Amy Winecoff, a graduate student in psychology and neuroscience who led the research. "Emotions appear to be relying on the same value system."

In the Duke study, experimental subjects were first trained to do "reappraisal," in which they could change their emotional response to a situation. "In reappraisal you reassess the meaning of an emotional stimulus, rather than trying to avoid the emotional stimulus or suppress your reaction to it," Winecoff said.

While the subjects' brains were being scanned using functional MRI, they were shown images of evocative scenes and faces. After each image the subjects were told to either let their feelings flow or to practice reappraisal to change their thoughts. Then they were asked to rate how positive or negative they felt.

In the case of "an unregulated positive affect" -- letting the good feelings flow -- the vmPFC was shown to be working harder, which the researchers say could be used to predict how much value a person is putting on something. But when the subjects dampened their emotion responses to positive images, the vmPFC activation diminished, as if the images were less valuable to the subjects.

"This changes our frame of reference for thinking about these things," Huettel said. He said advertisers have long been using emotional appeals to get people to value their products, "but they didn't know why it worked."

Previous studies had focused only on reappraisal of negative emotions, but this time around the Duke scientists wanted to watch people reappraise both negative and positive responses. "We have kind of a skewed picture because this has only been done on the negative," Winecoff said.

"It's not the case that you never want to reappraise a positive emotion," said Huettel. But when buying a house or a car, it's a good idea to dampen your infatuation down a bit, he added.

The research was supported by grants from the National Institute of Aging (NIH R21-30771) and the National Institute of Mental Health (NIH P50-60451).


Story Source:

The above story is based on materials provided by Duke University. Note: Materials may be edited for content and length.


Cite This Page:

Duke University. "Brain sets prices with emotional value." ScienceDaily. ScienceDaily, 3 July 2013. <www.sciencedaily.com/releases/2013/07/130702173156.htm>.
Duke University. (2013, July 3). Brain sets prices with emotional value. ScienceDaily. Retrieved April 17, 2014 from www.sciencedaily.com/releases/2013/07/130702173156.htm
Duke University. "Brain sets prices with emotional value." ScienceDaily. www.sciencedaily.com/releases/2013/07/130702173156.htm (accessed April 17, 2014).

Share This



More Mind & Brain News

Thursday, April 17, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Are School Dress Codes Too Strict?

Are School Dress Codes Too Strict?

AP (Apr. 16, 2014) Pushing the limits on style and self-expression is a rite of passage for teens and even younger kids. How far should schools go with their dress codes? The courts have sided with schools in an era when school safety is paramount. (April 16) Video provided by AP
Powered by NewsLook.com
Could Even Casual Marijuana Use Alter Your Brain?

Could Even Casual Marijuana Use Alter Your Brain?

Newsy (Apr. 16, 2014) A new study conducted by researchers at Northwestern and Harvard suggests even casual marijuana use can alter your brain. Video provided by Newsy
Powered by NewsLook.com
Couples Who Sleep Less Than An Inch Apart Might Be Happiest

Couples Who Sleep Less Than An Inch Apart Might Be Happiest

Newsy (Apr. 16, 2014) A new study by British researchers suggests couples' sleeping positions might reflect their happiness. Video provided by Newsy
Powered by NewsLook.com
Cognitive Function: Is It All Downhill From Age 24?

Cognitive Function: Is It All Downhill From Age 24?

Newsy (Apr. 15, 2014) A new study out of Canada says cognitive motor performance begins deteriorating around age 24. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins