A Preferential Role for Ventromedial Prefrontal Cortex in Assessing “the Value of the Whole” in Multiattribute Object Evaluation

Abstract

Everyday decision-making commonly involves assigning values to complex objects with multiple value-relevant attributes. Drawing on object recognition theories, we hypothesized two routes to multiattribute evaluation: assessing the value of the whole object based on holistic attribute configuration or summing individual attribute values. In two samples of healthy human male and female participants undergoing eye tracking and functional magnetic resonance imaging (fMRI) while evaluating novel pseudo objects, we found evidence for both forms of evaluation. Fixations to and transitions between attributes differed systematically when the value of pseudo objects was associated with individual attributes or attribute configurations. Ventromedial prefrontal cortex (vmPFC) and perirhinal cortex were engaged when configural processing was required. These results converge with our recent findings that individuals with vmPFC lesions were impaired in decisions requiring configural evaluation but not when evaluating the sum of the parts. This suggests that multiattribute decision-making engages distinct evaluation mechanisms relying on partially dissociable neural substrates, depending on the relationship between attributes and value.

The topological space of subjective experience

“…Decisions are based on value, often simplified to appear as a number on a common scale, the underlying space being a simple straight line with Euclidian distance [9]. While this concept has been very fruitful, it cannot easily explain the distinction between liking and wanting for instance, or how value is built from both internal [10] and external [11] information. Altogether, it appears that while we are beginning to get a glimpse of the dimensions of subjective experience, this view is only partial given that most dimensions are preselected and differ depending on the domain, and indirect given that these dimensions are revealed through specific tasks.…”

The neural correlates of value representation: From single items to bundles

“…Among the few studies involving bundles, the VMPFC has been associated with the ability to make consistent choices between bundles (Camille et al, 2011 ) and the MOFC has been shown to reflect the difference in subjective value between monetary options and bundled options (FitzGerald et al, 2009 ). In other forms of complex options, such as multi‐attribute options, activity in the VMPFC reflected also the value of the combined items (Kahnt et al, 2011 ; Pelletier et al, 2021 ).…”

“…difference in subjective value between monetary options and bundled options (FitzGerald et al, 2009). In other forms of complex options, such as multi-attribute options, activity in the VMPFC reflected also the value of the combined items (Kahnt et al, 2011;Pelletier et al, 2021).…”

Mapping the Neural Basis of Neuroeconomics with Functional Magnetic Resonance Imaging: A Narrative Literature Review

“…At the core of economic decision making lies the fundamental principle of maximizing subjective value, or utility-essentially, getting the most out of our choices [1]. A central question in neuroeconomics is precisely where this subjective value is represented in the brain [41][42][43][44][45][46][47][48][49][50][51][52] (Figure 1). Main cerebral areas related to subjective value in decision making.…”

“…Indeed, fMRI can play a key role in bridging the gap between subjective experience and decision making in neuroeconomics. By measuring brain activity indirectly through blood oxygen levels, fMRI allows researchers to pinpoint which regions are activated during economic decisions [34][35][36][37][38][39][40][41][42][43][44][45][46][47][48][49][50][51][52]. This offers valuable insights into the neural basis of subjective value, helping us understand how our personal experiences, emotions, and expectations influence the choices we make.…”