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Updated: May 30, 2026

Studying Food Reward and Motivation in Humans
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Reward value-based gain control: divisive normalization in parietal cortex.

Kenway Louie1, Lauren E Grattan, Paul W Glimcher

  • 1Center for Neural Science and Center for Neuroeconomics, New York University, New York, New York 10003, USA. klouie@cns.nyu.edu

The Journal of Neuroscience : the Official Journal of the Society for Neuroscience
|July 22, 2011
PubMed
Summary

Decision-making relies on comparing options, not absolute values. Neurons in the monkey lateral intraparietal cortex represent value relative to alternatives, challenging rational choice theory.

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Area of Science:

  • Neuroscience
  • Cognitive Science
  • Decision Science

Background:

  • Rational choice theory posits absolute value assignment for decision-making.
  • Context-dependent choice behavior in humans and animals suggests comparative evaluation is biologically relevant.
  • Previous models did not fully account for the neural basis of relative value representation.

Purpose of the Study:

  • To investigate how neurons in the monkey lateral intraparietal cortex represent value during decision-making.
  • To determine if value representation is absolute or relative to competing alternatives.
  • To elucidate the computational mechanisms underlying context-dependent choice behavior.

Main Methods:

  • Electrophysiological recordings from neurons in the lateral intraparietal cortex of monkeys performing a value-based decision task.
  • Analysis of neuronal activity in relation to stimulus-driven and baseline firing rates.
  • Computational modeling using divisive normalization to describe observed neural activity patterns.

Main Results:

  • Neurons in the lateral intraparietal cortex encode a relative form of saccadic value, dependent on the values of other available alternatives.
  • This relative value representation incorporates information from targets outside the classical receptive field.
  • Divisive normalization accurately describes the context-dependent modulation of neuronal activity.

Conclusions:

  • Biological decision processes rely on comparative, not absolute, value evaluation.
  • Divisive normalization is a potential general mechanism for adaptive gain control in cortical computations, including value coding.
  • This neural mechanism provides a basis for understanding behavioral violations of rational choice theory.