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There is a long-standing debate regarding the cognitive nature of (dis)honesty: Is honesty an automatic response or does it require willpower in the form of cognitive control in order to override an automatic dishonest response. In a recent study (Speer et al., 2020), we proposed a reconciliation of these opposing views by showing that activity in areas associated with cognitive control, particularly the inferior frontal gyrus (IFG), helped dishonest participants to be honest, whereas it enabled cheating for honest participants. These findings suggest that cognitive control is not needed to be honest or dishonest per se but that it depends on an individual’s moral default. However, while our findings provided insights into the role of cognitive control in overriding a moral default, they did not reveal whether overriding honest default behavior (non-habitual dishonesty) is the same as overriding dishonest default behavior (non-habitual honesty) at the neural level. This speaks to the question as to whether cognitive control mechanisms are domain-general or may be context specific. To address this, we applied multivariate pattern analysis to compare neural patterns of non-habitual honesty to non-habitual dishonesty. We found that these choices are differently encoded in the IFG, suggesting that engaging cognitive control to follow the norm (that cheating is wrong) fundamentally differs from applying control to violate this norm.

Abundant research has established the important role of ad-evoked feelings on consumers’ reaction to advertising. However, measurement of feelings through explicit self-report is not without its limitations. The current study adds to previous work by showing a sophisticated way of first estimating how arousal is represented in the brain via an independent task (using EEG), and thereafter using this representation to measure arousal in response to advertisements. We then estimate the relationship between the identified process (arousal) and external measures of ad effectiveness (as measured by notability and attitude toward the ad). The results show that the neural measure of arousal is positively associated with notability of ads in the population at large, but may be negatively associated with attitude toward these ads. The implications for the application of EEG in ad testing and for understanding the relationship between arousal and effective advertising are discussed.

When asked to select several options at once, people tend to choose a greater diversity of items than when they are asked to make these selections one at a time. Using functional magnetic resonance imaging (fMRI), we provide novel insight into the neural mechanisms underlying diversification in portfolio choices. We found that, as participants made multiple selections from a menu of different options, the current state of their choice portfolio (i.e., the previously selected options) dynamically modulates activity in the neural valuation system in response to the options under evaluation. More specifically, we found that activity in the ventral striatum (VS) decreases when the option has already been selected (“satiation”), while activity in the ventromedial prefrontal cortex increases when other options have previously been selected (“novelty-seeking”). Our findings reveal two processes that drive diversification in portfolio choices, and suggest that the context of previous selections strongly impacts how the brain evaluates current choice options.