Behavioral and neural correlates of visual preference decision

Shinsuke Shimojo

doi:10.1117/12.817151

10 February 2009 Behavioral and neural correlates of visual preference decision

Shinsuke Shimojo

Proceedings Volume 7240, Human Vision and Electronic Imaging XIV; 724003 (2009) https://doi.org/10.1117/12.817151
Event: IS&T/SPIE Electronic Imaging, 2009, San Jose, California, United States

Abstract

Three sets of findings are reported here, all related to behavioral and neural correlates of preference decision. First, when one is engaged in a preference decision task with free observation, one's gaze is biased towards the to-be-chosen stimulus (eg. face) long before (s)he is consciously aware of the decision ("gaze cascade effect"). Second, an fMRI study suggested that implicit activity in a subcortical structure (the Nucleus Accumbens) precedes cognitive and conscious decision of preference. Finally, both novelty and familiarity causally contribute to attractiveness, but differently across object categories (such as faces and natural scenes). Taken together, these results point to dynamical and implicit processes both in short- and long-term, towards conscious preference decision. Finally, some discussion will be given on aesthetic decision (i.e. "beauty").

Citation Download Citation

Shinsuke Shimojo "Behavioral and neural correlates of visual preference decision", Proc. SPIE 7240, Human Vision and Electronic Imaging XIV, 724003 (10 February 2009); https://doi.org/10.1117/12.817151

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