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Updated: May 3, 2026

Studying Food Reward and Motivation in Humans
Published on: March 19, 2014
Self-choice enhances value in reward-seeking in primates
Tsuyoshi Setogawa1, Takashi Mizuhiki2, Narihisa Matsumoto3
1Doctoral Program in Kansei, Behavioral and Brain Science, Graduate School of Comprehensive Human Sciences, University of Tsukuba, 1-1-1 Tennodai, Tsukuba, Ibaraki 305-8577, Japan; Japan Society for the Promotion of Science, Japan.
Monkeys value chosen rewards more than assigned ones, even with identical payoffs. This self-choice effect enhances reward-seeking performance and suggests increased subjective reward value.
Area of Science:
- Neuroscience
- Behavioral Economics
- Decision Science
Background:
- Rational choice theory assumes equal value for identical outcomes, regardless of acquisition circumstances.
- Real-world behavior often deviates from rational choice predictions, particularly in reward-seeking scenarios.
- The subjective value assigned to potential rewards can be influenced by factors beyond objective parameters like amount, probability, and workload.
Purpose of the Study:
- To investigate whether self-choice influences the perceived value of reward schedules.
- To determine if this self-choice effect aligns with or contradicts established rational choice theory.
- To explore the underlying mechanisms of enhanced performance in self-chosen reward scenarios.
Main Methods:
- Comparative performance analysis of reward schedules chosen by a monkey versus those assigned by a computer.
- Utilizing a modified temporal-difference learning model for theoretical analysis.
- Measuring behavioral responses and performance metrics in a reward-seeking task.
Main Results:
- Monkeys demonstrated improved performance and assigned higher subjective value to reward schedules they actively chose compared to identical schedules assigned by a computer.
- This enhanced value and performance associated with self-choice were not predicted by standard rational choice theory.
- Theoretical modeling indicated an elevated schedule state value resulting from the act of self-choice.
Conclusions:
- Self-choice confers an intrinsic value to reward schedules, leading to enhanced performance in reward-seeking behavior.
- This finding challenges the tenets of pure rational choice theory by highlighting the impact of agency on subjective value.
- The study suggests that subjective reward valuation is modulated by the experience of making a choice, impacting decision-making processes.
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