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Behavioral and neural correlates of visual preference decision

Shimojo, Shinsuke (2009) Behavioral and neural correlates of visual preference decision. In: Human Vision and Electronic Imaging XIV. Proceedings of SPIE. No.7240. Society of Photo-optical Instrumentation Engineers (SPIE) , Bellingham, WA, Art. No. 724003. ISBN 9780819474902.

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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").

Item Type:Book Section
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Additional Information:© 2009 Society of Photo-Optical Instrumentation Engineers (SPIE).
Subject Keywords:preference, decision making, gaze, memory, face
Series Name:Proceedings of SPIE
Issue or Number:7240
Record Number:CaltechAUTHORS:20180530-113723227
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Official Citation:Shinsuke Shimojo, "Behavioral and neural correlates of visual preference decision", Proc. SPIE 7240, Human Vision and Electronic Imaging XIV, 724003 (10 February 2009); doi: 10.1117/12.817151;
Usage Policy:No commercial reproduction, distribution, display or performance rights in this work are provided.
ID Code:86714
Deposited By: George Porter
Deposited On:30 May 2018 22:57
Last Modified:03 Oct 2019 19:47

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