Abstract
AbstractDuring economic choice, options are often considered in alternation, until commitment. Nonetheless, neuroeconomics typically ignores the dynamic aspects of deliberation. We trained two male macaques to perform a value-based decision-making task in which two risky offers were presented in sequence at the opposite sides of the visual field, each followed by a delay epoch where offers were invisible. Surprisingly, during the two delays, subjects tend to look at empty locations where the offers had previously appeared, with longer fixations increasing the probability of choosing the associated offer. Spiking activity in orbitofrontal cortex reflects the value of the gazed offer, or of the offer associated with the gazed empty spatial location, even if it is not the most recent. This reactivation reflects a reevaluation process, as fluctuations in neural spiking correlate with upcoming choice. Our results suggest that look-at-nothing gazing triggers the reactivation of a previously seen offer for further evaluation.
Publisher
Springer Science and Business Media LLC
Reference72 articles.
1. Horstmann, N., Ahlgrimm, A. & Glöckner, A. How distinct are intuition and deliberation? An eye-tracking analysis of instruction-induced decision modes. Judgm. Decis. Mak. 4, 335–354 (2009).
2. Orquin, J. L. & Mueller Loose, S. Attention and choice: A review on eye movements in decision making. Acta Psychologica 144, 190–206 (2013).
3. Reutskaja, E., Nagel, R., Camerer, C. F. & Rangel, A. Search Dynamics in Consumer Choice under Time Pressure: An Eye-Tracking Study. Am. Econ. Rev. 101, 900–926 (2011).
4. Russo, J. E. & Rosen, L. D. An eye fixation analysis of multialternative choice. Mem. Cognit. 3, 267–276 (1975).
5. Chandon, P., Hutchinson, J. W., Bradlow, E. T. & Young, S. H. Does In-Store Marketing Work? Effects of the Number and Position of Shelf Facings on Brand Attention and Evaluation at the Point of Purchase. Am. Mark. Assoc. 73, 1–17 (2009).
Cited by
1 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献