“Open a website and take a look at it, there’s a bunch of stuff in the shopping cart. “”I didn’t intend to buy it, i’m going to watch the shopping broadcast and I’m going to ‘hands off’. “In the daily conversations with small partners, there are often myths about buying and buying. The difficult question of what the brain thinks when deciding whether to buy or not to buy has attracted scientists in a range of fields, including neuroscience, cognitive psychology, and economics.
Photo credit: Pixabay
They combined the knowledge and methods of various disciplines and produced a new interdisciplinary subject, neuroeconomics.
University College London has a group of scientists trying to figure out how the brain perceives and determines the value of options and which areas of the brain are involved in making choices when faced with different value and reward options. Their research progress was recently published in the Proceedings of the National Academy of Sciences.
In order to truly understand economic behavior from a biological basis, the scientists did not use humans as experimental objects, but chose a clever human cousin: macaques.
The scientists analyzed where the macaques stayed in sight when faced with different options. This, they argue, is a central issue in making economic choices. “Research evidence suggests that the longer you look at an option, the more likely it is to choose it. “The study’s first author, Sean E. “But in the process of making a decision, it’s not clear what options are characteristic,” Dr. Cavanagh said. “
Are you a monkey brought in by the rescuers? I’m an experimental macaque (Photo: Pixabay)
The researchers designed a set of experiments that allowed the monkeys to choose between two images that appeared on a computer screen, and then looked at and analyzed the factors on which the monkeys made their decisions. Two male macaques took part in the experiment, and they moved the lever to indicate the choice: “Choose it.”
Trained, they know how little food rewards they get – and for monkeys, they mean different economic values.
The results showed that when pictures were unusual during training appeared on the screen, the monkey’s gaze was quickly attracted to the novelty. To the researchers’ surprise, however, while the monkeys preferred to stare at novelty stimuli, that doesn’t mean they end up preferring the novelty one. Instead, monkeys quickly showed a preference for economic value in both options. Moreover, the more familiar you are with the economic value of different options, the more they look in the direction of the higher-value options.
The experimental process and results of this study (Image Source: Resources 1)
When they scan the two options, the first time they look at one of them, “it’s surprising that they’re strongly affected by the size of value.” The researchers found that. As a result, they speculate that in primate brains, information that may be seen in the afterglow of the eye has led to a rapid assessment that has led to attention bias to more valuable options.
As a result, the researchers believe that the neurobiological basis of the process of making choices based on value is more complex than previously thought. That follows a study published in 2016 by a team at the University of Cambridge that found that the prefrontal cortex of the brain plays a crucial role, and that “neurons in the prefrontal cortex are responsible for encoding the valuation of selections.”
The image shows the inside of the left hemisphere of the brain, with the red frontal lobe sits at the front of the brain (Picture: Resources 3)
The study showed that a quick glance can be valuable, so the researchers concluded in their paper that other areas of the brain, including the tail core, the black mesh, and the cortical sub-hop system made up of the upper courgettes, may be a more powerful candidate for the value of coding options.
Despite these findings, scientists are just getting started, and it looks like they’re in a way to make a complete sense of the mystery of buying and buying. But it’s conceivable that the moment we open edgy shopping sites, complex neural activity in the brain has begun.