Decision-Making in Economic and Moral Contexts : evidence from Social Neuroscience

Decision-making is configured as a very complex construct that it is influenced by different variables (Rilling & Sanfey, 2011; Fehr & Camerer 2007; Wang, Liu, & Ruhe, 2004) such as emotions and cognitive evaluation (Frith & Singer 2008; Sanfey, Loewenstein, McClure, & Cohen, 2006; Groot et al., 2017; Stallen, Smidts, A., & Sanfey, 2013), that allows individuals to consider personal interests, possible losses or rewards, and the ethical and moral choices implications. Specifically, this study aimed to evaluate the decision-making on a sample of 32 participants who were asked to make choices in two different action contexts: economic and moral. To this aim, a task, consisting of a modified version of the Ultimatum Game was administered to evaluate participants\u2019 choices. Specifically, the economic context proposed to divide a sum of money provided as compensation for a work done together; while the moral context proposed to support a colleague\u2019s family who is facing health issues. Within the two conditions three types of offers were presented: neutral, advantageous or disadvantageous. In the neutral condition, an offer was proposed that provided for a fair sharing of money between the two parties, in the advantageous condition a favorable offer was proposed for the subject, and finally, in the disadvantageous condition, the opposite occurred. Participants' neural activity was recorded continuously through the use of near-infrared functional spectroscopy (fNIRS). The levels of oxygenated (O2Hb) and deoxygenated (HHb) hemoglobin were observed in the prefrontal cortex (Gabay, Radua, Kempton, & Mehta, 2014; Rogers, Hazlewood, Blevis, & Lim, 2004; Phan, Wager, Taylor, & Liberzon, 2002). Results showed the recruitment of distinct and specific neural networks within the prefrontal and frontal areas, according to the different conditions and offer types. Results will be discussed by framing the different scenarios with some psychological, motivational and social issues related to decision-making

The Role of Prefrontal Cortex in Purchasing Decision-Making Context

The functional role of the prefrontal cortex has often been related to decision-making. Moreover, depending on the task that has to be carried out, it can be even more functionally specialized (Ernst & Paulus, 2005). The dorsolateral prefrontal cortex (DLPFC), for example, seems to be activated by complex tasks solving, working memory processing and recalling of long-lasting memories within long-term memory (Fuster, 2001; Hampson, 2018). Decision-making is applied every day in many different situations, among which stands out the purchasing one. In this context, a crucial and determinant role is played by feelings and emotions. Indeed, emotions are often linked with memories and choices. Previous experiences, in fact, have a key role in this process, since they can influence people\u2019s behavior and take decisions based on some psychological processes such as reward and motivation (Lucchiari & Pravettoni, 2012). However, this is also particularly important when people have to decide within unusual purchasing situations where pros and cons must be taken into account with regard to personal and others\u2019 advantages. In the present study, a modified version of a well-known social interaction paradigm (i.e., the Ultimatum Game; G\ufcth et al., 1982) was used. The scenarios proposed described a store experience in which they should imagine using vouchers. Choices could be neutral, advantageous or disadvantageous from the participant\u2019s perspective. In order to explore the hemodynamic response, fNIRS was used by applying a 18-channels array of optodes covering prefrontal and frontal areas. The final sample included 32 university students of comparable age and educational level. Results showed that the specific offer type led to the engagement of dedicated neural networks, with increased activation of the right medial prefrontal cortex in the case of disadvantageous expenses. Findings are discussed taking into account the psychological factors involved in each purchase choice