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How We Choose One over Another: Predicting Trial-by-Trial Preference Decision

Bhushan, Vidya and Saha, Goutam and Lindsen, Job and Shimojo, Shinsuke and Bhattacharya, Joydeep (2012) How We Choose One over Another: Predicting Trial-by-Trial Preference Decision. PLoS ONE, 7 (8). Art. No. e43351. ISSN 1932-6203. PMCID PMC3422291. doi:10.1371/journal.pone.0043351.

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Preference formation is a complex problem as it is subjective, involves emotion, is led by implicit processes, and changes depending on the context even within the same individual. Thus, scientific attempts to predict preference are challenging, yet quite important for basic understanding of human decision making mechanisms, but prediction in a group-average sense has only a limited significance. In this study, we predicted preferential decisions on a trial by trial basis based on brain responses occurring before the individuals made their decisions explicit. Participants made a binary preference decision of approachability based on faces while their electrophysiological responses were recorded. An artificial neural network based pattern-classifier was used with time-frequency resolved patterns of a functional connectivity measure as features for the classifier. We were able to predict preference decisions with a mean accuracy of 74.3±2.79% at participant-independent level and of 91.4±3.8% at participant-dependent level. Further, we revealed a causal role of the first impression on final decision and demonstrated the temporal trajectory of preference decision formation.

Item Type:Article
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URLURL TypeDescription DOIArticle CentralArticle
Shimojo, Shinsuke0000-0002-1290-5232
Bhattacharya, Joydeep0000-0003-3443-9049
Additional Information:© 2012 Bhushan et al. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. Received February 2, 2011; Accepted July 23, 2012; Published August 17, 2012. Editor: Sam Gilbert, University College London, United Kingdom. Funding: The research has been partially supported by JST.ERATO (SS, JB) and DST, Government of India (JB, GS). The funders had no role in study design, data collection and analysis, decision to publish, or preparation of the manuscript. We thank Rhiannon Jones for data collection. We also thank Dr. Sam Gilbert for raising the issue of motor responses. SS is supported by JST.CREST and MEXT.gCOE. Author Contributions: Conceived and designed the experiments: JB SS. Performed the experiments: JB JL. Analyzed the data: VB GS JL. Contributed reagents/materials/analysis tools: JB. Wrote the paper: JB VB. Supervised all aspects of the study: JB.
Funding AgencyGrant Number
Japan Science and Technology AgencyUNSPECIFIED
Department of Science and Technology (India)UNSPECIFIED
Ministry of Education, Culture, Sports, Science and Technology (MEXT)UNSPECIFIED
Issue or Number:8
PubMed Central ID:PMC3422291
Record Number:CaltechAUTHORS:20121107-083430937
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Official Citation:Bhushan V, Saha G, Lindsen J, Shimojo S, Bhattacharya J (2012) How We Choose One over Another: Predicting Trial-by-Trial Preference Decision. PLoS ONE 7(8): e43351. doi:10.1371/journal.pone.0043351
Usage Policy:No commercial reproduction, distribution, display or performance rights in this work are provided.
ID Code:35319
Deposited By: Tony Diaz
Deposited On:07 Nov 2012 23:17
Last Modified:09 Nov 2021 23:14

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