Back to Search
Start Over
A causal role for posterior medial frontal cortex in choice-induced preference change
- Source :
- The Journal of neuroscience : the official journal of the Society for Neuroscience, vol 35, iss 8
- Publication Year :
- 2015
- Publisher :
- eScholarship, University of California, 2015.
-
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.
- Subjects :
- Adult
Male
Preference change
medicine.medical_treatment
Stimulation
preference change
Choice Behavior
Medical and Health Sciences
Developmental psychology
choice justification
Neuroimaging
Phenomenon
medicine
Cognitive dissonance
Humans
Control (linguistics)
Neurology & Neurosurgery
cognitive dissonance
General Neuroscience
Psychology and Cognitive Sciences
Neurosciences
Articles
Transcranial Magnetic Stimulation
Preference
Frontal Lobe
Transcranial magnetic stimulation
Case-Control Studies
TMS
attitude
Female
Mental health
sense organs
Psychology
medial prefrontal cortex
Cognitive Dissonance
Subjects
Details
- ISSN :
- 15292401
- Database :
- OpenAIRE
- Journal :
- The Journal of neuroscience : the official journal of the Society for Neuroscience, vol 35, iss 8
- Accession number :
- edsair.doi.dedup.....19ac5e2fb4a775926bc260a41bdf9048