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Related Experiment Video

Updated: Jun 5, 2026

Studying Food Reward and Motivation in Humans

Studying Food Reward and Motivation in Humans

Published on: March 19, 2014

Value, pleasure and choice in the ventral prefrontal cortex.

Fabian Grabenhorst¹, Edmund T Rolls

¹University of Cambridge, Department of Physiology, Development and Neuroscience, Cambridge, UK.

Trends in Cognitive Sciences

|January 11, 2011

Summary

Neuroeconomics reveals how the brain

Area of Science:

Neuroscience
Cognitive Science
Economics

Background:

Understanding brain mechanisms of decision-making is crucial.
Value-based choices involve complex neural computations.

Purpose of the Study:

To integrate neuroeconomic and computational findings.
To elucidate the neural organization of valuation and decision-making in the prefrontal cortex.

Main Methods:

Neuroeconomic approaches.
Computational modeling.
Analysis of neural correlates of value and pleasure.

Main Results:

Orbitofrontal and ventromedial prefrontal cortices (VMPFC) compute value on a common scale.
VMPFC area 10 attractor networks transform value signals into decisions.

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Measuring the Subjective Value of Risky and Ambiguous Options using Experimental Economics and Functional MRI Methods

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Investigating the Function of Deep Cortical and Subcortical Structures Using Stereotactic Electroencephalography: Lessons from the Anterior Cingulate Cortex

Investigating the Function of Deep Cortical and Subcortical Structures Using Stereotactic Electroencephalography: Lessons from the Anterior Cingulate Cortex

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Related Experiment Videos

Last Updated: Jun 5, 2026

Studying Food Reward and Motivation in Humans

Studying Food Reward and Motivation in Humans

Published on: March 19, 2014

Measuring the Subjective Value of Risky and Ambiguous Options using Experimental Economics and Functional MRI Methods

Measuring the Subjective Value of Risky and Ambiguous Options using Experimental Economics and Functional MRI Methods

Published on: September 19, 2012

Investigating the Function of Deep Cortical and Subcortical Structures Using Stereotactic Electroencephalography: Lessons from the Anterior Cingulate Cortex

Investigating the Function of Deep Cortical and Subcortical Structures Using Stereotactic Electroencephalography: Lessons from the Anterior Cingulate Cortex

Published on: April 15, 2015

These processes guide actions.

Conclusions:

A unifying framework for brain decision-making processes.
Highlights the role of the prefrontal cortex in integrating value and guiding choices.