Monetary Favors and Their Influence on Neural Responses and Revealed Preference

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dc.contributorVirginia Techen
dc.contributor.authorHarvey, Ann H.en
dc.contributor.authorKirk, Ulrichen
dc.contributor.authorDenfield, George H.en
dc.contributor.authorMontague, P. Readen
dc.date.accessioned2017-09-26T13:07:52Zen
dc.date.available2017-09-26T13:07:52Zen
dc.date.issued2010-07-14en
dc.description.abstractFavors from a sender to a receiver are known to bias decisions made by the recipient, especially when the decision relates to the sender, a feature of social exchange known as reciprocity. Using an art-viewing paradigm possessing no objectively correct answer for preferring one piece of art over another, we show that sponsorship of the experiment by a company endows the logo of the company with the capacity to bias revealed preference for art displayed next to the logo. Merely offering to sponsor the experiment similarly endowed the gesturing logo of the company with the capacity to bias revealed preferences. These effects do not depend upon the size of the displayed art or the proximity of the sponsoring logo to the piece of art. We used functional magnetic resonance imaging to show that such monetary favors do not modulate a special collection of brain responses but instead modulate responses in neural networks normally activated by a wide range of preference judgments. The results raise the important possibility that monetary favors bias judgments in domains seemingly unrelated to the favor but nevertheless act in an implicit way through neural networks that underlie normal, ongoing preference judgments.en
dc.identifier.doihttps://doi.org/10.1523/JNEUROSCI.1086-10.2010en
dc.identifier.issue28en
dc.identifier.urihttp://hdl.handle.net/10919/79418en
dc.identifier.volume30en
dc.language.isoen_USen
dc.publisherSociety for Neuroscienceen
dc.rightsIn Copyrighten
dc.rights.urihttp://rightsstatements.org/vocab/InC/1.0/en
dc.titleMonetary Favors and Their Influence on Neural Responses and Revealed Preferenceen
dc.title.serialThe Journal of Neuroscienceen
dc.typeArticle - Refereeden

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Destination Area: Adaptive Brain and Behavior (ABB)
Scholarly Works, Fralin Biomedical Research Institute at VTC