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Domain expertise insulates against judgment bias by monetary favors through a modulation of ventromedial prefrontal cortex

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dc.contributor.authorKirk, Ulrichen
dc.contributor.authorHarvey, Ann H.en
dc.contributor.authorMontague, P. Readen
dc.date.accessioned2017-09-08T14:18:50Zen
dc.date.available2017-09-08T14:18:50Zen
dc.date.issued2011-06-21en
dc.description.abstractRecent work using an art-viewing paradigm shows that monetary sponsorship of the experiment by a company (a favor) increases the valuation of paintings placed next to the sponsoring corporate logo, an effect that correlates with modulation of the ventromedial prefrontal cortex (VMPFC).We used the same art-viewing paradigm to test a prevailing idea in the domain of conflict-of-interest: that expertise in a domain insulates against judgment bias even in the presence of a monetary favor. Using a cohort of art experts, we show that monetary favors do not bias the experts’ valuation of art, an effect that correlates with a lack of modulation of the VMPFC across sponsorship conditions. The lack of sponsorship effect in the VMPFC suggests the hypothesis that their brains remove the behavioral sponsorship effect by censoring sponsorship-dependent modulation of VMPFC activity. We tested the hypothesis that prefrontal regions play a regulatory role in mediating the sponsorship effect. We show that the dorsolateral prefrontal cortex (DLPFC) is recruited in the expert group. Furthermore, we tested the hypothesis in nonexpert controls by contrasting brain responses in controls who did not show a sponsorship effect to controls who did. Changes in effective connectivity between the DLPFC and VMPFC were greater in nonexpert controls, with an absence of the sponsorship effect relative to those with a presence of the sponsorship effect. The role of the DLPFC in cognitive control and emotion regulation suggests that it removes the influence of a monetary favor by controlling responses in known valuation regions of the brain including the the VMPFC.en
dc.identifier.doihttps://doi.org/10.1073/pnas.1019332108en
dc.identifier.issue25en
dc.identifier.urihttp://hdl.handle.net/10919/78840en
dc.identifier.volume108en
dc.language.isoen_USen
dc.publisherNASen
dc.rightsIn Copyrighten
dc.rights.urihttp://rightsstatements.org/vocab/InC/1.0/en
dc.subjectdecision-makingen
dc.subjectfunctional MRIen
dc.subjectpreferenceen
dc.subjectart-expertiseen
dc.titleDomain expertise insulates against judgment bias by monetary favors through a modulation of ventromedial prefrontal cortexen
dc.title.serialPNASen
dc.typeArticle - Refereeden

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