Related Experiment Video
Updated: Jan 4, 2026

Measuring the Subjective Value of Risky and Ambiguous Options using Experimental Economics and Functional MRI Methods
Published on: September 19, 2012
Learning in Visual Regions as Support for the Bias in Future Value-Driven Choice
Sara Jahfari1,2, Jan Theeuwes3, Tomas Knapen1,3
1Spinoza Centre for Neuroimaging, Royal Netherlands Academy of Arts and Sciences (KNAW), Amsterdam, The Netherlands.
This study reveals that visual cortex activity tracks value, supporting the brain
Area of Science:
- Neuroscience
- Cognitive Science
- Decision Making
Background:
- Reinforcement learning biases decisions towards high-value options.
- This bias is linked to stimulus value tracking and outcome evaluation in the striatum and prefrontal cortex.
- The interplay between learning and sensory perception in decision-making is not fully understood.
Purpose of the Study:
- To investigate the relationship between visual brain activity and value-based decision-making.
- To explore how visual processing supports learning and choice biases.
- To determine if visual cortex activity predicts future value-driven choices.
Main Methods:
- Functional magnetic resonance imaging (fMRI) was used to measure blood oxygen level-dependent (BOLD) responses in 43 participants.
- BOLD responses in visual, motor, prefrontal, and striatal regions were analyzed in relation to value beliefs and prediction errors.
- A supervised machine learning algorithm was employed to decode future choice outcomes based on trial-by-trial BOLD data.
Main Results:
- Visual blood oxygen level-dependent (BOLD) responses correlated with value beliefs during choice and prediction errors after outcomes.
- Machine learning successfully decoded future choice outcomes with 70% accuracy using BOLD data from visual and other brain regions.
- Visual activity was a significant predictor of future value-driven choices, alongside activity in striatal and prefrontal regions.
Conclusions:
- Value tracking occurs not only in the striatum and prefrontal cortex but also in the visual cortex.
- Visual cortex activity plays a crucial role in supporting the brain's bias towards more valued options.
- These findings suggest a more integrated role for sensory processing in value-based decision-making than previously thought.
More Related Videos
07:05Operant Protocols for Assessing the Cost-benefit Analysis During Reinforced Decision Making by Rodents
Published on: September 10, 2018
07:12Development of a Gaze-Contingent Display Framework Designed for Perceptual and Oculomotor Research with Simulated Central Vision Loss
Published on: April 11, 2025
Related Concept Videos
Hindsight Biases
Motivational Bias
Decision Making: P-value Method
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
Automatic decision-making is fast, intuitive, and relies on gut feelings...
Decision Making: Traditional Method
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...
Cognitive 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...