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A Two-interval Forced-choice Task for Multisensory Comparisons

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Neurochronometry of choice-induced preference changes: when do preferences actually change?

Alina Davydova¹, Julia Sheronova¹, Vladimir Kosonogov¹

¹Institute for Cognitive Neuroscience, HSE University, Moscow, Russia.

Frontiers in Human Neuroscience

|July 5, 2023

Summary

Cognitive dissonance causes preference changes after choices. Online transcranial magnetic stimulation (TMS) is crucial for understanding the timing of these choice-induced preference changes (CIPC) and the spreading of alternatives (SoA) effect.

Keywords:

choice-induced preference change cognitive dissonance decision-making neurochronometry rTMS spreading of alternatives

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Area of Science:

Cognitive Neuroscience
Social Psychology

Background:

Cognitive dissonance theory explains how discrepancies between actions and preferences lead to preference revaluation.
The spreading of alternatives (SoA) phenomenon describes increased preference for chosen options and decreased preference for rejected ones, a process termed choice-induced preference change (CIPC).
While neuroimaging has identified brain regions involved in cognitive dissonance, the precise timing of CIPC mechanisms remains debated.

Purpose of the Study:

To investigate the neurochronometry of cognitive mechanisms underlying choice-induced preference change (CIPC).
To determine the temporal dynamics of the spreading of alternatives (SoA) effect in relation to choice onset.
To propose online transcranial magnetic stimulation (TMS) as a method to resolve debates on CIPC timing.

Main Methods:

Review of previous neuroimaging findings on cognitive dissonance, conflict monitoring, cognitive control, and CIPC.
Proposal of online transcranial magnetic stimulation (TMS) protocols to investigate CIPC neurochronometry.
Emphasis on TMS's ability to modulate neural activity and establish causal relationships with high temporal and spatial resolution.

Main Results:

The exact time point at which attitudes begin to revise relative to option presentation is unclear.
Online TMS allows for tracking attitude change by varying stimulation timing relative to stimuli.
Previous studies provide a foundation for applying online TMS to CIPC research.

Conclusions:

The temporal dynamics of the spreading of alternatives (SoA) effect require further investigation.
Online TMS is critical for elucidating the neurochronometry of choice-induced preference change (CIPC).
This approach can resolve debates regarding whether CIPC occurs during, immediately after, or later than the choice process.