Coller School of Management, Tel Aviv University, 55 Haim Levanon street, Ramat Aviv, Tel Aviv-Yafo, Israel, 6997801.
Rotman School of Management, University of Toronto, 105 St George St, Toronto, ON, M5S 3E6, Canada.
Nat Commun. 2019 Apr 5;10(1):1583. doi: 10.1038/s41467-019-09343-2.
Humans are often inconsistent (irrational) when choosing among simple bundles of goods, even without any particular changes to framing or context. However, the neural computations that give rise to such inconsistencies are still unknown. Similar to sensory perception and motor output, we propose that a substantial component of inconsistent behavior is due to variability in the neural computation of value. Here, we develop a novel index that measures the severity of inconsistency of each choice, enabling us to directly trace its neural correlates. We find that the BOLD signal in the vmPFC, ACC, and PCC is correlated with the severity of inconsistency on each trial and with the subjective value of the chosen alternative. This suggests that deviations from rational choice arise in the regions responsible for value computation. We offer a computational model of how variability in value computation is a source of inconsistent choices.
当在简单的商品捆绑之间进行选择时，人类往往会不一致（不合理），即使没有任何特定的框架或上下文变化。然而，导致这种不一致的神经计算仍然未知。类似于感觉感知和运动输出，我们提出，不一致行为的一个重要组成部分是由于价值的神经计算中的可变性。在这里，我们开发了一种新的指标来衡量每个选择的不一致严重程度，使我们能够直接追踪其神经相关性。我们发现，vmPFC、ACC 和 PCC 的 BOLD 信号与每个试验的不一致严重程度以及所选替代方案的主观价值相关。这表明，理性选择的偏差出现在负责价值计算的区域。我们提供了一个计算模型，说明价值计算中的可变性如何成为不一致选择的来源。
