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Identifying identity and attributing value to attributes: reconsidering mechanisms of preference decisions
Aster Q Perkins1, Erin L Rich1
1Nash Family Department of Neuroscience and Friedman Brain Institute, Icahn School of Medicine at Mount Sinai, New York, New York, USA.
Abstract:
Although the orbitofrontal cortex (OFC) robustly encodes value during preference decisions, it also encodes multiple non-value features of choice options. The role of this information, and its relationship to the options' overall value remain open questions. In this opinion, we attempt to disentangle oft-studied categories of option information - identity and attributes - in the context of both classic theories of economic choice and contradicting evidence of choice biases in multi-attribute decisions. In doing so, we aim to set forth considerations for understanding the wide variety of decision-relevant information encoded by the OFC during preference decisions.
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