1. 9/18/2015Laurea University of Applied Sciences1 Value Signals in the Human OMPFC Network Distinguish Maximizers from Satisficers during Goal Decision-Making Jyrki Suomala, Ph.D; Jarmo Heinonen, Ph.D; Lauri Palokangas, BSc; Jussi Numminen, MD, Ph.D Neuroeconomics Lab, Laurea University of Applied Sciences, Espoo, Finland Helsinki Medical Imaging Center, Töölö Hospital, University of Helsinki, Finland

2. Objective Deep-seated goals in decision-making experiment Personal wage expectations were used as stimuli Laurea University of Applied Sciences2

3. 9/18/2015Laurea University of Applied Sciences3 2500 € YesNo Accept or Reject

4. Prospect Theory ▶ Prospect Theory (PT) value function explains a variety of economical choice behaviors ▶ Weighted Prospect Theory value function in accordance to conventional parameterization (Tversky and Kahneman, 1992) ▶ Choice behavior was studied in a subjective choice situation. 9/18/2015Laurea University of Applied Sciences4

5. Sample and task Eighteen right-handed university students (11 women) - 9 maximizers and 9 satisficers Subset chosen from a larger study (n=1209, Gasagrande, 2007) The subjects were scanned while engaged in a task of accept or reject the wage 9/18/2015Laurea University of Applied Sciences5

6. Task to accept or reject the wage offers 9/18/2015Laurea University of Applied Sciences6

7. Behavioral: Maximizers (blue) vs. Satisficers (red) 9/18/2015Laurea University of Applied Sciences7

8. 9/18/2015Laurea University of Applied Sciences8 ▶ There were no behavioral differences between Maximizers and Satisficers

9. Maximizers group Increased (positive correlation) 9/18/2015Laurea University of Applied Sciences9

10. The brain areas correlate with increased salary offer in the Maximizers group thresholds p < 0.001 at voxel level; minimum cluster size 10 voxels 9/18/2015Laurea University of Applied Sciences10

11. Results ▶ The goal valuation signal in the right superior temporal gyrus, supramarginal gyrus and insula correlated positively with decreased salary offers in the Maximizers group. ▶ Decreased value signal was observed in the dorsal posterior cingulate and superior cerebellum of Satisficers. 9/18/2015Laurea University of Applied Sciences11

12. Results ▶ Goal decision value signals were engaged in the orbital and medial prefrontal cortex (OMPFC) network during the experiment in in the Maximizers group. ▶ The orbitofrontal cortex should be viewed as a part of a functional network in OMPFC. This network includes both the orbitofrontal cortex and parts of the anterior cingulate cortex and has distinct connections to other parts of the brain (Kringelbach 2005). 9/18/2015Laurea University of Applied Sciences12

13. Results ▶ No behavioral differences between Maximizers and Satisficers however ▶ In fMRI results Maximizers and Satisficers differed notably. 9/18/2015Laurea University of Applied Sciences13

14. ▶ Previous studies have suggested that the behavior of Maximizers and Satisficers differs in real life contexts (Iyengar, S.S., Wells, R.E. & Schwartz, B., 2006). 9/18/201514Laurea University of Applied Sciences

15. Results ▶ Weighted Prospect Theory value function in accordance to conventional parameterization (Tversky and Kahneman, 1992) with ▶ Goal valuation signals in the OMPFC network correlated positively with increased salary offers in the Maximizers group. Such signal was absent among the Satisficers. 9/18/2015Laurea University of Applied Sciences15

16. Conclusions ▶ Difference occurs also in the neurophysiological level between Maximizers and Satisficers. ▶ Explanation for this might be: the brain has capability to incorporate cultural considerations into its standard valuation circuitry. 9/18/2015Laurea University of Applied Sciences16

17. Thank you to Antoine Bechara, Ming Hsu, Valtteri Leppihalme, Sini Maunula, Jose Santos, Tuomas Tolvanen and Tiina Vuorenpää 9/18/2015Laurea University of Applied Sciences17