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Area of Science:

  • Neuroscience
  • Social Psychology
  • Decision Science

Background:

  • Human behavior and cognition are shaped by social information.
  • Perceived social information, including nonverbal cues like gaze, can manipulate subjective value for rewards, such as food.
  • Understanding how social cues influence food value is crucial for comprehending human decision-making.

Purpose of the Study:

  • To investigate the neural mechanisms by which gaze cues modify participants' subjective food value.
  • To determine how social attention influences the assignment of value to food items.
  • To explore the relationship between neural activity, functional connectivity, and individual differences in food preference shifts.

Main Methods:

  • Functional magnetic resonance imaging (fMRI) was employed to examine brain activity during a gaze-cuing task.
  • Participants' willingness to pay for food items was assessed before and after gaze-cuing training.
  • Neural data, including brain activity and functional connectivity, were analyzed in relation to behavioral responses.

Main Results:

  • Participants showed a significantly higher willingness to pay for food items that received social attention (gaze) compared to unattended items.
  • Enhanced neural activity was observed in the inferior frontal gyrus, middle temporal gyrus, and caudate when participants valued attended food items more.
  • Functional connectivity between the caudate and the angular gyrus predicted individual differences in the shift of food preference.

Conclusions:

  • Social gaze cues play a critical role in modulating the subjective value of food.
  • The brain integrates social information into food value through specific neural pathways involving the inferior frontal gyrus, middle temporal gyrus, caudate, and angular gyrus.
  • These findings offer insights into using social cues, like gaze, for potential interventions promoting healthier food choices.