Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 31917
The Functional Magnetic Resonance Imaging and the Consumer Behaviour: Reviewing Recent Research

Authors: Mikel Alonso López


In the first decade of the twenty-first century, advanced imaging techniques began to be applied for neuroscience research. The Functional Magnetic Resonance Imaging (fMRI) is one of the most important and most used research techniques for the investigation of emotions, because of its ease to observe the brain areas that oxygenate when performing certain tasks. In this research, we make a review about the main research carried out on the influence of the emotions in the decision-making process that is exposed by using the fMRI.

Keywords: Decision making, emotions, fMRI.

Digital Object Identifier (DOI):

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 1210


[1] Abler B., Walter H, Erk S., Kammerer H., Spitzer M. (2006) Prediction error as a linear function of reward probability is coded in human nucleus accumbens. Neuroimage; 31:790–5.
[2] Aharon N., Etcoff D., Ariely C.F., Chabris E., O’Connor E. y Breiter H.C. (2001). Beautiful faces have variable reward value. Neuron, 32, pp. 537-551.
[3] Ariely, D., Berns, G. S. (2010). Neuromarketing: the hope and hype of neuroimaging in business. Nature Reviews Neuroscience. 11, pp. 284-292.
[4] Balleine B.W., Delgado M.R. y Hikosaka O. (2007). The role of the dorsal striatum in reward and decision-making. J Neurosci 27:8161– 8165.
[5] Barraclough D., Conroy M. y Lee D. (2004). Prefrontal cortex and decision making in a mixed-strategy game. Nat Neurosci 7:404–410.
[6] Bechara, A., Tranel, D., Damasio, H. y Damasio, A.R. (1996). Failure to respond autonomically to anticipated future outcomes following damage to prefrontal cortex. Cereb. Cortex 6, pgs. 215- 225.
[7] Camerer C.F. (2003). Behavioral Game Theory: Experiments in Strategic Interaction. Princeton: Princeton University Press.
[8] Chib V.S., Rancel A., Shimojo S., & O’Doherty J.P., (2009). Evidence for a common representation of decisión values for dissimilar goods in human ventromedial prefrontal cortex. J Neurosci, 29(39), 12315-12320
[9] Cohen, M. (2007). Individual differences and the neural representations of reward expectations and reward prediction error. Soc Cog Affect Neurosci. 2(1), pp. 20-30.
[10] De Araujo, I.E., Rolls, E.T., Velazco, M.I., Margot, C. y Cayeux, I. (2005). Cognitive modulation of olfactory processing. Neuron, 46(4), 671-679.
[11] De Martino B., Kumaran, D., Holt, B. y Dolan, R. J. (2009). The neurobiology of reference-dependent value computation. Journal of Neuroscience, 29(12), pp. 3833-3842.
[12] Dolcos, F., LaBar, K.S. y Cabeza, R., (2004). Dissociable effects of arousal and valence on prefrontal activity indexing emotional evaluation and subsequent memory: an event-related fMRI study. Neuroimage, 23, pp. 64–74.
[13] Elliott R, Agnew Z, Deakin JF, (2008). Medial orbitofrontal cortex codes relative rather than absolute value of financial rewards in humans. Eur J Neurosci 27:2213–2218.
[14] Erk, S., Spitzer M., Wunderlich A.P., Cocina L. y Walter H. (2002). Cultural objects modulate reward circuitry. Neuroport, 13, pp 2499-2503
[15] Glimcher P.W. (2009). Choice: towards a standard back-pocket model. In: Neuroeconomics: decision making and the brain (Glimcher PW, Camerer CF, Fehr E, Poldrack RA, eds), pp 503–521. New York: Academic.
[16] Hare T.A., O’Doherty J.O., Camerer C.F., Schultz W., y Rancel A., (2008). Dissociating the role of the orbitofrontal cortex and the striatum in the computation of goal values and prediction errors. J Neurosci, 28(22), 5623-5630.
[17] Hare, T. A., Camerer, C. F., Knoepfle, D. T., & Rangel, A. 2010. Value computations in ventral medial prefrontal cortex during charitable decision making incorporate input from regions involved in social cognition. The Journal of Neuroscience: The Official Journal of the Society for Neuroscience, 30(2), 583-90. doi:10.1523/JNEUROSCI.4089-09.2010.
[18] Izuma, K., Saito, D. N. y Sadato, N. (2008). Processing of social and monetary rewards in the human striatum. Neuron 58, 284–294.
[19] Jacobsen, T., Schubotz, R.I., Höfel, L. y Von Cramon, D.Y. (2006). Brain correlates of aesthetic judgment of beauty. NeuroImage 29, 276–285.
[20] Kable, J. W. y Glimcher, P. W. (2007). The neural correlates of subjective value during intertemporal choice. Nature Neurosci. 10, 1625–1633.
[21] Kirk, U., Skov, M., Hulme, O., Christensen, M.S., y Zeki, S. (2009). Modulation of aesthetic value by semantic context: an fMRI study. Neuroimage, 44(3), 1125-1132.
[22] Knutson B., Rick S., Wimmer G.E., Prelec D. y Loewenstein G. (2007). Neural predictors of purchases. Neuron 53:147–156.
[23] Knutson, B., Adams, C. M., Fong, G. W. y Hommer, D. (2001). Anticipation of increasing monetary reward selectively recruits nucleus accumbens. Journal of Neuroscience, 21, pgs. 1-5.
[24] Knutson, B. y Cooper, J. C. (2005). Functional magnetic resonance imaging of reward prediction. Current Opinion in Neurobiology, 18, pgs. 411-417.
[25] Knutson, B., Fong, G. W., Bennett, S. M., Adams, C. S. y Hommer, D. (2003). A region of mesial prefrontal cortex tracks monetarily rewarding outcomes: Characterization with rapid event-related FMRI. NeuroImage, 18, 263–272.
[26] Kringelbach M.L. y Rolls E.T. (2004). The functional neuroanatomy of the human orbitofrontal cortex: evidence from neuroimaging and neuropsychology. Prog Neurobiol 72:341–372.
[27] Leder, H., Carbon, C.C. y Ripsas, A.L., (2006). Entitling art: Influence of title information on understanding and appreciation of paintings. Acta Psychol. (Amst.) 121, 176–198.
[28] Levy, I., Lazzaro, S. C., Rutledge, R. B., y Glimcher, P. W. (2011). Choice from non-choice: Predicting consumer preferences from blood oxygenation level-dependent signals obtained during passive viewing. The Journal of Neuroscience: The Official Journal of the Society for Neuroscience, 31(1), 118-25. doi:10.1523/JNEUROSCI.3214-10.2011.
[29] McClure, S.M., Li, J., Tomlin, D., Cypert, K.S., Montague, L.M., y Montague, P.R. (2004). Neural correlates of behavioural preference for culturally familiar drinks. Neuron, 44(2), 379-387.
[30] Montague P. y Berns G. (2002). Neural economics and the biological substrates of valuation. Neuron 36:265–284.
[31] Nicosia F.M. (1966): Consumer Decision Processes: Marketing and Advertising Implications. Prentice.
[32] O’Doherty, J. P., Deichmann, R., Critchley, H. D. y Dolan, R. J. (2002). Neural responses during anticipation of a primary taste reward. Neuron 33, 815–826.
[33] O’Doherty, J., Kringelbach, M. L., Rolls, E. T., Hornak, J. y Andrews, C. (2001). Abstract reward and punishment representations in the human orbitofrontal cortex. Nature Neurosci. 4, 95–102.
[34] Paulus, M.P. y Stein, M.B. (2006). An insular view of anxiety. Biol. Psychiatry 60, 383–387.
[35] Pessiglione, M., Predrag P., Jean D., Stefano P., Raymond J. D., y Chris D F. (2008). Subliminal instrumental conditioning demonstrated in the human brain. Neuron 59, no. 4: 561-7. doi:10.1016/j.neuron.2008.07.005.
[36] Plassmann, H., O’Doherty J., y Rangel A. (2007). Orbitofrontal cortex encodes willingness to pay in everyday economic transactions. J Neurosci, 27(37), 9984-9988.
[37] Plassmann, H., O’Doherty J., y Rangel A. (2010). Appetitive and aversive goal values are encoded in the medial orbitofrontal cortex at the time of decision making. J Neurosci, 30(32), 107999-10808
[38] Plassmann, H., O’Doherty, J., Shiv, B., y Rangel, A. (2008). Marketing actions can modulate neural representations of experienced pleasantness. Proc Natl Acad Sci U S A, 105(3), 1050-1054.
[39] Plassmann, H. y Niessing, J. (2010). Expectation biases as neuropsychological basis for branding. Impulse aus der Neuroökonomie für die Markenführung pp 119-130. Wiesbaden:gabler.
[40] Plassmann, H., Ramsøy, T. Z., y Milosavljevic, M. (2011). Branding the brain – A critical review (Working Paper). Journal of Consumer Psychology.
[41] Preuschoff, K., Quartz, S. R. y Bossaerts, P. (2008). Human insula activation reflects prediction errors as well as risk. J. Neurosci. 28, 2745–2752.
[42] Rangel A., Camerer C. & Montague P.R. (2008). A framework for studying the neurobiology of value-based decision making. Nature reviews. Neuroscience 9, no. 7: 545-56. doi:10.1038/nrn2357.
[43] Russell, J. (1980). A circumplex model of affect. J. Pers. Soc. Psychol. 39, 1161–1178.
[44] Russell, P.A. (2003). Effort after meaning and the hedonic value of paintings. Br. J. Psychol. 94, 99–110.
[45] Salimpoor, V. N., Benovoy, M., Larcher, K., Dagher, A., y Zatorre, R. J. (2011). Anatomically distinct dopamine release during anticipation and experience of peak emotion to music. Nature Neuroscience, 14(2), 257-62. doi:10.1038/nn.2726
[46] Segerstrom S.C. (2001). Optimism and attentional bias for negative and positive stimuli. Personality and Social Psychology Bulletin 27: 1334–1343
[47] Sescousse, G., Redouté, J., y Dreher, J. C. (2010). The architecture of reward value coding in the human orbitofrontal cortex. The Journal of Neuroscience, 30(39), 13095-104. doi:10.1523/JNEUROSCI.3501-10.2010
[48] Seymour B., O'Doherty J.P., Dayan P. (2004). Temporal difference models describe higher-order learning in humans. Nature.;429:664–7
[49] Singer T., Seymour B., O’Doherty J., Kaube H., Dolan RJ. y Frith CD. (2004). Empathy for pain involves the affective but not sensory components of pain. Science 303:1157–1162.
[50] Stoll M., Baecke S. y Kenning P. (2008). What they see is what they get? An fMRI-study on neural correlates of attractive packaging. Journal of Consumer Behaviour 7: 342–359.
[51] Tom, S.M., Fox, C. R., Trepel, C. y Poldrack, R. A. (2007). The neural basis of loss aversion in decision-making under risk. Science 315, 515–518
[52] Tusche, A., Bode, S. y Haynes, J.-D. (2010). Neural responses to unattended products predict later consumer choices. Journal of Neuroscience, 9, pp. 8031-8025.
[53] Valentin V.V., Dickinson A., y O’Doherty J.P. (2007). Determining the neural substrates of goal-directed learning in the human brain. J Neurosci, 27(15), 4019-4026.
[54] Waber, R.L., Shiv, B., Carmon, Z. y Ariely, D. (2008). Commercial features of placebo and therapeutic efficacy. JAMA 299(9), 1016-1017.
[55] Wallis J.D. (2007). Orbitofrontal cortex and its contribution to decision making. Annu Rev Neurosci 30:31–56.
[56] Zatorre, R. J., Chen, J. L. y Penhume, V. B. (2007). When the brain plays music: auditory-motor interactions in music perception and production. Nature Rev.Neurosci. 8, 547–558.