Jyrki Suomala, Ph.D; Jarmo Heinonen, Ph.D; Lauri Palokangas, BSc; Jussi Numminen, MD, Ph.D

1. Value Signals in the Human OMPFC Network Distinguish Maximizers from Satisficers during Goal Decision-Making Jyrki Suomala, Ph.D; Jarmo Heinonen, Ph.D; Lauri Palokangas, BSc; Jussi Numminen, MD, Ph.D Neuroeconomics Lab, Laurea University of Applied Sciences, Espoo, Finland Helsinki Medical Imaging Center, Töölö Hospital, University of Helsinki, Finland Laurea University of Applied Sciences

2. Objective • Deep-seated goals in decision-making experiment • Personal wage expectations were used as stimuli Laurea University of Applied Sciences

3. Accept or Reject 2500 € 2500 € 2500 € Yes No Laurea University of Applied Sciences

4. Prospect Theory • Prospect Theory (PT) value function explains a variety of economical choice behaviors • Weighted Prospect Theory value function in accordance to conventional parameterization (Tversky and Kahneman, 1992) • Choice behavior was studied in a subjective choice situation. Laurea University of Applied Sciences

5. Sample and task • Eighteen right-handed university students (11 women) - 9 maximizers and 9 satisficers • Subset chosen from a larger study (n=1209, Gasagrande, 2007) • The subjects were scanned while engaged in a task of accept or reject the wage Laurea University of Applied Sciences

6. Task to accept or reject the wage offers Laurea University of Applied Sciences

7. Behavioral: Maximizers (blue) vs. Satisficers (red) Laurea University of Applied Sciences

8. There were no behavioral differences between Maximizers and Satisficers Laurea University of Applied Sciences

9. Maximizers group Increased (positive correlation) Laurea University of Applied Sciences

10. The brain areas correlate with increased salary offer in the Maximizers groupthresholds p < 0.001 at voxel level; minimum cluster size 10 voxels Laurea University of Applied Sciences

11. Results • The goal valuation signal in the right superior temporal gyrus, supramarginal gyrus and insula correlated positively with decreased salary offers in the Maximizers group. • Decreased value signal was observed in the dorsal posterior cingulate and superior cerebellum of Satisficers. Laurea University of Applied Sciences

12. Results • Goal decision value signals were engaged in the orbital and medial prefrontal cortex (OMPFC) network during the experiment in in the Maximizers group. • The orbitofrontal cortex should be viewed as a part of a functional network in OMPFC. This network includes both the orbitofrontal cortex and parts of the anterior cingulate cortex and has distinct connections to other parts of the brain (Kringelbach 2005). Laurea University of Applied Sciences

13. Results • No behavioral differences between Maximizers and Satisficers • however • In fMRI results Maximizers and Satisficers differed notably. Laurea University of Applied Sciences

14. Previous studies have suggested that the behavior of Maximizers and Satisficersdiffers in real life contexts (Iyengar, S.S., Wells, R.E. & Schwartz, B., 2006). Laurea University of Applied Sciences

15. Results • Weighted Prospect Theory value function in accordance to conventional parameterization (Tversky and Kahneman, 1992) • with • Goal valuation signals in the OMPFC network correlated positively with increased salary offers in the Maximizers group. Such signal was absent among the Satisficers. Laurea University of Applied Sciences

16. Conclusions • Difference occurs also in the neurophysiological level between Maximizers and Satisficers. • Explanation for this might be: the brain has capability to incorporate cultural considerations into its standard valuation circuitry. Laurea University of Applied Sciences

17. Thank you to • Antoine Bechara, • Ming Hsu, • Valtteri Leppihalme, • Sini Maunula, • Jose Santos, • Tuomas Tolvanen and • Tiina Vuorenpää Laurea University of Applied Sciences