“…Cognitive conflict occurs when two competing response options compete for control of behavior (Botvinick, Braver, Barch, Carter, & Cohen, 2001), and it is reliably associated with dorsomedial activation (Shackman et al, 2011) and frontal midline theta (Cohen & Donner, 2013; Cohen, Ridderinkhof, Haupt, Elger, & Fell, 2008). Conflict can cause avoidance biases and stimulus devaluations (Cavanagh, Masters, Bath, & Frank, 2014; Dreisbach & Fischer, 2012; Fritz & Dreisbach, 2013; Schouppe, De Houwer, Richard Ridderinkhof, & Notebaert, 2012), and so can the similar phenomenon of stopping a pre-potent response (Wessel, O’Doherty, Berkebile, Linderman, & Aron, 2014; Wessel, Tonnesen, & Aron, 2015). Conflict can be reliably elicited and parametrically manipulated, suggesting that conflict can act as a succinct operationalization of dorsomedial computations affected by the implicit costs associated with effort.…”