@phdthesis{Linder2012,
  author    = {Nicolas Linder},
  title     = {Neural correlates of influencing factors on economic decision making},
  journal    = {Neuronale Grundlagen von Einflussfaktoren auf {\"o}konomische Entscheidungsprozesse},
  url       = {https://nbn-resolving.org/urn:nbn:de:gbv:9-001201-1},
  year      = {2012},
  abstract  = {Decision making in everyday purchase situations requires mental processing of factors that are related to the items on display. These influencing factors – called persuasive information – can take various forms, like the price level, the design of the package or the display of certain product attributes. Despite the existence of persuasive information trying to influence our buying behavior, almost nothing is known about the underlying neural mechanisms responsible for processing this information. In this thesis functional magnetic resonance imaging was used to investigate neural activity correlated with product related persuasive information. As persuasive information organic, light and regular labeled food was chosen. The 1st experiment investigated the neural correlates of visually inspected organic and regular labeled food and the influence on willingness to pay (WTP) for the displayed items. It was hypothesized that organic compared to regular labeled food will be perceived as more rewarding which should be visible by an increased activity in the ventral striatum as a central area for reward processing and by a heightened WTP. As organic label information the national German eco emblem 'Bio-Siegel' was chosen (for stimuli details see 2.1). As there is no emblem indicating regular food, an artificially created logo was used for indicating a conventional product. 40 well- known food products (e.g. milk, bread, eggs etc.) were presented to the subjects. These products were marked with the organic emblem and the same 40 products with the regular label. We found that visual inspection of organic labeled food indeed led to an increase in neural activity in the ventral striatum and to a heightened WTP, suggesting a higher subjective value for these products. The 2nd experiment investigated the neural correlates of actually administered food stimuli labeled organic, light or regular and the influence on expected and experienced taste. For organic compared to regular labeled food we hypothesized an increase in expected and experienced taste pleasantness. Furthermore, light compared to regular labeled food should lead to a decrease in expected and perceived pleasantness and intensity ratings. During the active tasting process this should be accompanied by an increase in reward-related (e.g. organic vs. regular; regular vs. light) areas like the ventral striatum medial orbitofrontal cortex or aversion-related (e.g. regular vs. organic; light vs. regular) areas as the lateral orbitofrontal cortex (lOFC) and operculum/insula. As organic label information the national German eco emblem 'Bio-Siegel' was chosen. Light label information was issued in form of the internationally used 'Bewusst-W{\"a}hlen®' ('Healthy Choice') label (for stimuli details see 2.2). However, inside the scanner the written forms 'Bio', 'Light' or 'Normal' (indicating regular food) were chosen. Subjects were randomly assigned in two groups and were either confronted with the organic or the regular label (organic group) or with the light or the regular label (light group) but otherwise identical milk drink. The results show that organic compared to regular labeling of identical food stimuli indeed led to an increase in expected and experienced taste pleasantness for organic labeled food. Light compared to regular labeling of identical food stimuli led to a decrease in expected and experienced taste pleasantness and intensity for light labeled food. Moreover, taste-related activity was found in aversion related areas like the operculum insula and the lOFC for food labeled regular compared to organic and in reward-related areas like the ventral striatum for food labeled regular compared to light. The results show that persuasive food-related information influences human cognition on the behavioral and neural level; the effects were shown during visual and gustatory evaluation of the stimuli. Taken together the results demonstrate that the same stimulus can vary dramatically in personal valuation depending on the applied information.},
  language  = {en}
}