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Updated: Dec 2, 2025

Measuring the Subjective Value of Risky and Ambiguous Options using Experimental Economics and Functional MRI Methods
Published on: September 19, 2012
Neural responses reveal associations between personal values and value-based decisions.
Yun-Shiuan Chuang1,2,3, Yu-Shiang Su2,4, Joshua O S Goh1,2,3,5
1Department of Psychology, National Taiwan University, Taipei 10617, Taiwan.
Personal values like hedonism and security influence decisions by altering brain activity in reward and control regions. This study reveals distinct neural pathways for value-based choices based on individual priorities.
Area of Science:
- Neuroscience
- Cognitive Psychology
- Decision Science
Background:
- Personal values are known to influence decision-making, but the underlying neural mechanisms are not fully understood.
- Understanding how individual values modulate the processing of rewards and losses is crucial for explaining behavioral variability.
Purpose of the Study:
- To investigate the neural correlates of how personal values for hedonism and security impact value-based decision-making.
- To examine the relationship between individual value priorities and brain responses during reward and loss processing.
Main Methods:
- A Lottery Choice Task was employed with functional brain imaging (fMRI).
- Participants' personal values (hedonism, security) were assessed using the Schwartz Value Survey.
- Neural activity and functional connectivity were analyzed in relation to decision outcomes and stimulus properties (probability, magnitude).
Main Results:
- Hedonistic individuals showed increased neural responses in the right dorsolateral prefrontal cortex and striatum when facing potential losses.
- Security-focused individuals exhibited altered responses in the amygdala and precuneus, modulated by stake magnitude and winning probability.
- Value-based differences were associated with distinct whole-brain functional connectivity patterns in regions like the insula, habenula, and anterior cingulate cortex.
Conclusions:
- Individual differences in personal values significantly modulate neural processing in reward, affective, and cognitive control systems.
- These neural modulations provide a mechanism for how personal values shape value-based decisions, influencing risk-taking and status quo maintenance.
- The findings highlight the brain's flexible engagement of distinct neural systems to align decisions with core personal values.
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