Related Experiment Video
Updated: Jan 31, 2026

Cross-Modal Multivariate Pattern Analysis
Published on: November 9, 2011
Regulating Craving by Anticipating Positive and Negative Outcomes: A Multivariate Pattern Analysis and Network
Johann D Kruschwitz1,2, Vera U Ludwig1,3,4, Lea Waller1,2
1Division of Mind and Brain Research, Department of Psychiatry and Psychotherapy CCM, Charité-Universitätsmedizin Berlin, Corporate Member of Freie Universität Berlin, Humboldt-Universität zu Berlin, and Berlin Institute of Health, Berlin, Germany.
Self-control may involve "hot," affective processes, not just "cold" cognition. Evoking positive future outcomes during craving regulation activates emotional brain regions like the ventromedial prefrontal cortex (vmPFC).
Area of Science:
- Neuroscience
- Cognitive Psychology
- Decision Science
Background:
- Self-control is often viewed as a cognitive process mediated by the prefrontal cortex (PFC).
- This perspective emphasizes
- cold,
- unemotional cognitive control mechanisms that inhibit affect-related brain regions.
- However, the role of emotional processes in self-control remains an active area of investigation.
Purpose of the Study:
- To investigate the neural underpinnings of regulating cravings by mentally evoking future consequences.
- To compare the neural activity associated with evoking positive outcomes of resisting temptation versus negative outcomes of succumbing to temptation.
- To explore the involvement of emotional processing regions in self-control strategies.
Main Methods:
- fMRI (functional Magnetic Resonance Imaging) was used to scan 31 participants.
- Participants viewed images of unhealthy snacks and regulated cravings by thinking of positive or negative future consequences.
- A control condition involved anticipating the pleasure of eating (now-condition).
Main Results:
- A cognitive control network was activated during self-regulation, consistent with prior research.
- The insula showed greater activation in the negative future thinking condition compared to the positive condition.
- Multivariate pattern analysis revealed information about anticipated emotional valence in the vmPFC, posterior cingulate cortex (PCC), and insula during craving regulation.
- A network including the vmPFC and PCC demonstrated increased connectivity during positive future thinking.
Conclusions:
- Self-control, particularly when regulating cravings, may involve
- hot,
- affective processes in addition to cognitive control.
- Brain regions typically associated with emotional processing, such as the vmPFC and PCC, play a role in self-control strategies.
- These findings challenge the exclusive
- cold
- cognition view of self-control and highlight the interplay between emotion and executive function.
Related Concept Videos
Negative Regulator Molecules
Positive, Negative, and Zero Work
Positive Regulator Molecules
Positive Regulator Molecules
Positive and Negative Feedback Loops
Protein Networks
These interactions can be represented through maps depicting protein-protein interaction networks, represented as nodes and edges. Nodes are circles that are representative of a protein,...

