A causal role for posterior medial frontal cortex in choice-induced preference change

Keise Izuma; Shyam Akula; Kou Murayama; Daw-An Wu; Marco Iacoboni; Ralph Adolphs

doi:10.1523/JNEUROSCI.4591-14.2015

A causal role for posterior medial frontal cortex in choice-induced preference change

Keise Izuma, Shyam Akula, Kou Murayama, Daw-An Wu, Marco Iacoboni, Ralph Adolphs

Psychology

Research output: Contribution to journal › Article › peer-review

Abstract

After a person chooses between two items, preference for the chosen item will increase and preference for the unchosen item will decrease because of the choice made. In other words, we tend to justify or rationalize our past behavior by changing our attitude. This phenomenon of choice-induced preference change has been traditionally explained by cognitive dissonance theory. Choosing something that is disliked or not choosing something that is liked are both cognitively inconsistent and, to reduce this inconsistency, people tend to change their subsequently stated preference in accordance with their past choices. Previously, human neuroimaging studies identified posterior medial frontal cortex (pMFC) as a key brain region involved in cognitive dissonance. However, it remains unknown whether the pMFC plays a causal role in inducing preference change after cognitive dissonance. Here, we demonstrate that 25 min, 1 Hz repetitive transcranial magnetic stimulation applied over the pMFC significantly reduces choice-induced preference change compared with sham stimulation or control stimulation over a different brain region, demonstrating a causal role for the pMFC.

Original language	English
Pages (from-to)	3598-3606
Number of pages	9
Journal	Journal of neuroscience
Volume	35
Issue number	8
DOIs	https://doi.org/10.1523/JNEUROSCI.4591-14.2015
Publication status	Published - 25 Feb 2015

Bibliographical note

© 2015, the authors. This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy. Further copying may not be permitted; contact the publisher for details

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10.1523/JNEUROSCI.4591-14.2015

150217dissonance_TMS_JNS
© 2015, the authors. This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy. Further copying may not be permitted; contact the publisher for details
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Cite this

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title = "A causal role for posterior medial frontal cortex in choice-induced preference change",

abstract = "After a person chooses between two items, preference for the chosen item will increase and preference for the unchosen item will decrease because of the choice made. In other words, we tend to justify or rationalize our past behavior by changing our attitude. This phenomenon of choice-induced preference change has been traditionally explained by cognitive dissonance theory. Choosing something that is disliked or not choosing something that is liked are both cognitively inconsistent and, to reduce this inconsistency, people tend to change their subsequently stated preference in accordance with their past choices. Previously, human neuroimaging studies identified posterior medial frontal cortex (pMFC) as a key brain region involved in cognitive dissonance. However, it remains unknown whether the pMFC plays a causal role in inducing preference change after cognitive dissonance. Here, we demonstrate that 25 min, 1 Hz repetitive transcranial magnetic stimulation applied over the pMFC significantly reduces choice-induced preference change compared with sham stimulation or control stimulation over a different brain region, demonstrating a causal role for the pMFC.",

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AU - Iacoboni, Marco

AU - Adolphs, Ralph

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