Neural correlates of cognitive dissonance and choice-induced preference change

• DOI: 10.1073/pnas.1011879108
• Publication Date: 2010-12-07T04:17:29Z
• Authors: Keise Izuma; Madoka Matsumoto; Kou Murayama; Kazuyuki Samejima; Norihiro Sadato; Kenji Matsumoto
• Keywords: Ventral striatum; Dorsolateral prefrontal cortex

According to many modern economic theories, actions simply reflect an individual's preferences, whereas a psychological phenomenon called "cognitive dissonance" claims that can also create preference. Cognitive dissonance theory states after making difficult choice between two equally preferred items, the act of rejecting favorite item induces uncomfortable feeling (cognitive dissonance), which in turn motivates individuals change their preferences match prior decision (i.e., reducing preference for rejected items). Recently, however, Chen and Risen [Chen K, J (2010) Pers Soc Psychol 99:573-594] pointed out serious methodological problem, casts doubt on very existence this choice-induced as studied over past 50 y. Here, using proper control condition measures (self-report brain activity), we found mere self-report well its neural representation striatum thus providing strong evidence change. Furthermore, our data indicate anterior cingulate cortex dorsolateral prefrontal tracked degree cognitive trial-by-trial basis. Our findings provide important insights into basis how alter preferences.