Why some People Are More in Tune With What They Want
New research says on Brain Study Shows Why Some People
Are More in Tune With What They Want.
The special research on brain was made by Wellcome Trust
researchers and they discovered how the brain assesses confidence in its
decisions. The findings explain why some people have better insight into their
choices than others.
Throughout life, we're constantly evaluating our options
and making decisions based on the information we have available. How confident
we are in those decisions has clear consequences. For example, investment
bankers have to be confident that they're making the right choice when deciding
where to put their clients' money.
Researchers at the Wellcome Trust Centre for Neuroimaging
at UCL led by Professor Ray Dolan have pinpointed the specific areas of the
brain that interact to compute both the value of the choices we have in front
of us and our confidence in those choices, giving us the ability to know what
we want.
The team used functional magnetic resonance imaging
(fMRI) to measure activity in the brains of twenty hungry volunteers while they
made choices between food items that they would later eat. To determine the
subjective value of the snack options, the participants were asked to indicate
how much they would be willing to pay for each snack. Then after making their choice,
they were asked to report how confident they were that they had made the right
decision and selected the best snack.
It has previously been shown that a region at the front
of the brain, the ventromedial prefrontal cortex, is important for working out
the value of decision options. The new findings reveal that the level of
activity in this area is also linked to the level of confidence participants
placed on choosing the best option. The study also shows that the interaction
between this area of the brain and an adjacent area reflects participants'
ability to access and report their level of confidence in their choices.
Dr Steve Fleming, a Sir Henry Wellcome Postdoctoral
Fellow now based at New York University, explains: "We found that people's
confidence varied from decision to decision. While we knew where to look for
signals of value computation, it was very interesting to also observe neural
signals of confidence in the same brain region."
Dr Benedetto De Martino, a Sir Henry Wellcome
Postdoctoral Fellow at UCL, added: "Overall, we think our results provide
an initial account both of how people make choices, and also their insight into
the decision process."
Source: sceincedaily
Image source: http://morguefile.com/archive/display/24363
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