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Related Experiment Video

Updated: Jun 13, 2026

Central and Divided Visual Field Presentation of Emotional Images to Measure Hemispheric Differences in Motivated Attention

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Published on: November 16, 2017

Dissociating valuation and saliency signals during decision-making.

Ab Litt¹, Hilke Plassmann, Baba Shiv

¹Graduate School of Business, Stanford University, CA 94305, USA.

Cerebral Cortex (New York, N.Y. : 1991)

|May 7, 2010

Summary

The brain processes value and saliency signals during decision-making. Researchers used fMRI to identify distinct brain regions for value (medial orbitofrontal cortex) and saliency (insula), with some overlap in the ventral striatum.

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Area of Science:

Neuroscience
Cognitive Neuroscience
Decision Neuroscience

Background:

The brain computes value and saliency signals during decision-making.
Value signals guide choices, while saliency signals relate to motivation, attention, and arousal.
Distinguishing brain regions for value and saliency is challenging due to their frequent correlation in experiments.

Purpose of the Study:

To dissociate value and saliency signals in the human brain.
To identify specific neural correlates of value-based versus saliency-based processing during decision-making.

Main Methods:

A novel human functional magnetic resonance imaging (fMRI) decision-making task was designed.
The task aimed to decorrelate value and saliency signals to enable dissociation.
Brain activity was measured during the task to analyze neural modulations.

Main Results:

Medial orbitofrontal cortex, rostral anterior cingulate cortex, and posterior cingulate cortex were modulated by value, not saliency.
Dorsal anterior cingulate cortex, supplementary motor area, insula, precentral gyrus, and fusiform gyrus showed saliency-related activity, independent of value.
The ventral striatum and cuneus exhibited activity modulated by both value and saliency signals.

Conclusions:

Distinct neural populations in the human brain process value and saliency signals.
Specific regions are selectively involved in value computation, while others are involved in saliency processing.
The ventral striatum and cuneus appear to integrate both value and saliency information during decision-making.