Search research articles

ABOUT JoVE

Overview Leadership Blog JoVE Help Center

AUTHORS

Publishing Process Editorial Board Scope & Policies Peer Review FAQ Submit

LIBRARIANS

Testimonials Subscriptions Access Resources Library Advisory Board FAQ

RESEARCH

JoVE Journal Methods Collections JoVE Encyclopedia of Experiments Archive

EDUCATION

JoVE Core JoVE Business JoVE Science Education JoVE Lab Manual Faculty Resource Center Faculty Site

Terms & Conditions of Use

Related Concept Videos

Decision Making: P-value Method

Decision Making: P-value Method

The process of hypothesis testing based on the P-value method includes calculating the P- value using the sample data and interpreting it.
First, a specific claim about the population parameter is proposed. The claim is based on the research question and is stated in a simple form. Further, an opposing statement to the claim is also stated. These statements can act as null and alternative hypotheses: a null hypothesis would be a neutral statement while the alternative hypothesis can...

Decision Making

Decision Making

Decision-making is a fundamental cognitive process that involves evaluating alternatives and selecting among them. This process can range from simple choices, such as deciding what to wear, to complex decisions, like choosing a major in college or a career path. The complexity of the decision often dictates the approach we use, which can be broadly categorized into two types: automatic and controlled decision-making.
Automatic decision-making is fast, intuitive, and relies on gut feelings...

Decision Making: Traditional Method

Decision Making: Traditional Method

The process of hypothesis testing based on the traditional method includes calculating the critical value, testing the value of the test statistic using the sample data, and interpreting these values.
First, a specific claim about the population parameter is decided based on the research question and is stated in a simple form. Further, an opposing statement to this claim is also stated. These statements can act as null and alternative hypotheses, out of which a null hypothesis would be a...

Multi-input and Multi-variable systems

Multi-input and Multi-variable systems

Cruise control systems in cars are designed as multi-input systems to maintain a driver's desired speed while compensating for external disturbances such as changes in terrain. The block diagram for a cruise control system typically includes two main inputs: the desired speed set by the driver and any external disturbances, such as the incline of the road. By adjusting the engine throttle, the system maintains the vehicle's speed as close to the desired value as possible.
In the absence of...

Cognitive Learning

Cognitive Learning

Cognitive learning is based on purposive behavior, incidental learning, and insight learning.
E. C. Tolman's theory of purposive behavior emphasizes that much behavior is goal-directed. He argued that to understand behavior, we must look at the entire sequence of actions leading to a goal. For instance, high school students study hard, not just due to past reinforcement but also to achieve the goal of getting into a good college.
Tolman introduced the idea that behavior is influenced by...

Reinforcement Schedules

Reinforcement Schedules

Positive reinforcement is a powerful method for teaching new behaviors to both animals and humans. B.F. Skinner demonstrated this with his experiments using rats in a Skinner box. When a rat pressed a lever, it received a food pellet. This immediate reward encouraged the rat to repeat the behavior. This method, where a reward follows every instance of the behavior, is known as continuous reinforcement. It is highly effective for establishing new behaviors quickly.
Once a behavior is learned,...

You might also read

Related Articles

Articles linked to this work by shared authors, journal, and citation graph.

Sort by

Same author

Distinct roles of neuronal phenotypes during neurofeedback adaptation.

PloS one·2026

Same author

Focal MRI-guided theta burst TMS in the common marmoset produces bidirectional corticospinal modulation.

Brain stimulation·2026

Same author

A Translational Neural Network Mechanism of Resilience: Top-Down Control and Plasticity of the Visual Cortex Relates to Resilient Outcome and Performance.

Research (Washington, D.C.)·2026

Same author

Dopamine and serotonin neurotransmissions exert complementary control over primate approach and avoidance.

Translational psychiatry·2025

Same author

Learning reduces ingroup bias more with perceived losses than gains across cultures.

NPJ science of learning·2025

Same author

Improving numerical measures of human feelings: The case of pain.

Social science & medicine (1982)·2025

Search research articles

Related Experiment Video

Updated: Feb 18, 2026

Online Repetitive Transcranial Magnetic Stimulation of Dorsomedial and Dorsolateral Prefrontal Cortex in Cognition Decision Making, and Cognitive Dissonance

Online Repetitive Transcranial Magnetic Stimulation of Dorsomedial and Dorsolateral Prefrontal Cortex in Cognition Decision Making, and Cognitive Dissonance

Published on: December 5, 2025

Ventrolateral Prefrontal Cortex Updates Chosen Value According to Choice Set Size.

Juri Fujiwara^1,2,3,4, Nobuo Usui⁴, Satoshi Eifuku³

¹University of Zurich.

Journal of Cognitive Neuroscience

|November 14, 2017

Summary

Choosing items enhances their perceived value, but too many options can decrease it. This study found that choice set size impacts value updating, with optimal value enhancement occurring with four choices, not more.

More Related Videos

New Variations for Strategy Set-shifting in the Rat

New Variations for Strategy Set-shifting in the Rat

Published on: January 23, 2017

Errors as a Means of Reducing Impulsive Food Choice

Errors as a Means of Reducing Impulsive Food Choice

Published on: June 5, 2016

Related Experiment Videos

Last Updated: Feb 18, 2026

Online Repetitive Transcranial Magnetic Stimulation of Dorsomedial and Dorsolateral Prefrontal Cortex in Cognition Decision Making, and Cognitive Dissonance

Online Repetitive Transcranial Magnetic Stimulation of Dorsomedial and Dorsolateral Prefrontal Cortex in Cognition Decision Making, and Cognitive Dissonance

Published on: December 5, 2025

New Variations for Strategy Set-shifting in the Rat

New Variations for Strategy Set-shifting in the Rat

Published on: January 23, 2017

Errors as a Means of Reducing Impulsive Food Choice

Errors as a Means of Reducing Impulsive Food Choice

Published on: June 5, 2016

Area of Science:

Neuroscience
Decision Science
Cognitive Psychology

Background:

Choosing an item typically increases its subjective value.
Larger choice sets are generally preferred, but excessive options can lead to choice difficulty and reduced item value.

Purpose of the Study:

Investigate the effects of choice set size on behavioral and neural value updating (revaluation) of chosen items.
Examine how the brain processes value changes in relation to the number of available options.

Main Methods:

Participants chose items from sets of varying sizes (1, 2, 4, or 8 items) while in an fMRI scanner.
Revaluation was quantified by the difference between postchoice and prechoice ratings of the chosen item.

Main Results:

Revaluation increased with choice set size up to four items, then decreased with eight items, showing linear and quadratic effects.
Ventrolateral prefrontal cortex (VLPFC) activation correlated with choice set size's influence on revaluation.
Anterior cingulate and insula activity during choice was linked to choice set size and coupled with VLPFC during postchoice rating.

Conclusions:

The ventrolateral prefrontal cortex (VLPFC) is central to a network that modulates chosen item value based on choice set size.
This network integrates the negative effects of choice overload with the positive value-enhancement effects of larger choice sets.