The Cognitive and Neural Mechanism of Ambiguity Decision-making

2015 ◽  
Vol 23 (3) ◽  
pp. 364
Author(s):  
Fenghua ZHANG ◽  
Yuting ZHANG ◽  
Ling XIANG ◽  
Zhujing HU
2016 ◽  
Vol 113 (31) ◽  
pp. E4531-E4540 ◽  
Author(s):  
Braden A. Purcell ◽  
Roozbeh Kiani

Decision-making in a natural environment depends on a hierarchy of interacting decision processes. A high-level strategy guides ongoing choices, and the outcomes of those choices determine whether or not the strategy should change. When the right decision strategy is uncertain, as in most natural settings, feedback becomes ambiguous because negative outcomes may be due to limited information or bad strategy. Disambiguating the cause of feedback requires active inference and is key to updating the strategy. We hypothesize that the expected accuracy of a choice plays a crucial rule in this inference, and setting the strategy depends on integration of outcome and expectations across choices. We test this hypothesis with a task in which subjects report the net direction of random dot kinematograms with varying difficulty while the correct stimulus−response association undergoes invisible and unpredictable switches every few trials. We show that subjects treat negative feedback as evidence for a switch but weigh it with their expected accuracy. Subjects accumulate switch evidence (in units of log-likelihood ratio) across trials and update their response strategy when accumulated evidence reaches a bound. A computational framework based on these principles quantitatively explains all aspects of the behavior, providing a plausible neural mechanism for the implementation of hierarchical multiscale decision processes. We suggest that a similar neural computation—bounded accumulation of evidence—underlies both the choice and switches in the strategy that govern the choice, and that expected accuracy of a choice represents a key link between the levels of the decision-making hierarchy.


eLife ◽  
2016 ◽  
Vol 5 ◽  
Author(s):  
Sean E Cavanagh ◽  
Joni D Wallis ◽  
Steven W Kennerley ◽  
Laurence T Hunt

Correlates of value are routinely observed in the prefrontal cortex (PFC) during reward-guided decision making. In previous work (Hunt et al., 2015), we argued that PFC correlates of chosen value are a consequence of varying rates of a dynamical evidence accumulation process. Yet within PFC, there is substantial variability in chosen value correlates across individual neurons. Here we show that this variability is explained by neurons having different temporal receptive fields of integration, indexed by examining neuronal spike rate autocorrelation structure whilst at rest. We find that neurons with protracted resting temporal receptive fields exhibit stronger chosen value correlates during choice. Within orbitofrontal cortex, these neurons also sustain coding of chosen value from choice through the delivery of reward, providing a potential neural mechanism for maintaining predictions and updating stored values during learning. These findings reveal that within PFC, variability in temporal specialisation across neurons predicts involvement in specific decision-making computations.


2016 ◽  
Vol 2 (10) ◽  
pp. e1600992 ◽  
Author(s):  
Alexander Soutschek ◽  
Christian C. Ruff ◽  
Tina Strombach ◽  
Tobias Kalenscher ◽  
Philippe N. Tobler

Neurobiological models of self-control predominantly focus on the role of prefrontal brain mechanisms involved in emotion regulation and impulse control. We provide evidence for an entirely different neural mechanism that promotes self-control by overcoming bias for the present self, a mechanism previously thought to be mainly important for interpersonal decision-making. In two separate studies, we show that disruptive transcranial magnetic stimulation (TMS) of the temporo-parietal junction—a brain region involved in overcoming one’s self-centered perspective—increases the discounting of delayed and prosocial rewards. This effect of TMS on temporal and social discounting is accompanied by deficits in perspective-taking and does not reflect altered spatial reorienting and number recognition. Our findings substantiate a fundamental commonality between the domains of self-control and social decision-making and highlight a novel aspect of the neurocognitive processes involved in self-control.


2018 ◽  
Vol 1 (1) ◽  
pp. 53-75 ◽  
Author(s):  
Yanping Gong ◽  
Wei Hou ◽  
Qin Zhang ◽  
Shuang Tian

Purpose Decision theory holds that the ambiguity of decision information affects the choices of decision makers, who have the emotion of “ambiguity aversion” when making fuzzy decisions. The purpose of this paper is to explore the neural mechanism how the information ambiguity of different sales promotion strategies influences consumers’ purchasing decision. Design/methodology/approach The paper uses the event-related potential (ERP) technique and experiment. Findings Results indicate that the information ambiguity of sales promotion strategies did influence the purchasing decision of consumers, and there were significant differences in the amplitudes of brain wave P2, N2 and P3 when consumers encountered the sales promotions of different types (discounts and gift-giving). This reflects the difference in perceived risk, decision-making conflict and decision-making attitude. It means that compared with discounts, the perceived risk and difficulty increased while the decision-making confidence plunged when consumers were faced with gift-giving promotions. This finding gives an explanation on the neural level why consumers prefer discounts, rather gift-giving sales promotions. Practical implications For the merchants to promote commodities online, it is suggested that the actual benefit from the sales promotion should be specified to reduce the ambiguity of sales promotion information. As the neuromarketing develops, merchants have obtained more effective approaches to study marketing strategies. Originality/value One of the theoretical contributions this paper made is that the authors innovatively explored the consumer’s preference to online sales promotion strategies from the perspective of fuzzy decision. Second, the authors adopted the ERP technique to study the influence of the ambiguity of sales promotion information on the consumer’s purchasing behaviors. Third, this study provides an explanation for why consumers prefer the sales promotion type of discounts according to the neural mechanism of decision making.


2017 ◽  
Author(s):  
Onyekachi Odoemene ◽  
Sashank Pisupati ◽  
Hien Nguyen ◽  
Anne K. Churchland

AbstractThe ability to manipulate neural activity with precision is an asset in uncovering neural circuits for decision-making. Diverse tools for manipulating neurons are available for mice, but the feasibility of mice for decision-making studies remains unclear, especially when decisions require accumulating visual evidence. For example, whether mice’ decisions reflect leaky accumulation is not established, and the relevant and irrelevant factors that influence decisions are unknown. Further, causal circuits for visual evidence accumulation have not been established. To address these issues, we measured >500,000 decisions in 27 mice trained to judge the fluctuating rate of a sequence of flashes. Information throughout the 1000ms trial influenced choice, but early information was most influential. This suggests that information persists in neural circuits for ~1000ms with minimal accumulation leak. Further, while animals primarily based decisions on current stimulus rate, they were unable to entirely suppress additional factors: total stimulus brightness and the previous trial’s outcome. Next, we optogenetically inhibited anteromedial (AM) visual area using JAWS. Importantly, light activation biased choices in both injected and uninjected animals, demonstrating that light alone influences behavior. By varying stimulus-response contingency while holding stimulated hemisphere constant, we surmounted this obstacle to demonstrate that AM suppression biases decisions. By leveraging a large dataset to quantitatively characterize decision-making behavior, we establish mice as suitable for neural circuit manipulation studies, including the one here. Further, by demonstrating that mice accumulate visual evidence, we demonstrate that this strategy for reducing uncertainty in decision-making is employed by animals with diverse visual systems.Significance statementTo connect behaviors to their underlying neural mechanism, a deep understanding of the behavioral strategy is needed. This understanding is incomplete in mouse studies, in part because existing datasets have been too small to quantitatively characterize decision-making behavior. To surmount this, we measured the outcome of over 500,000 decisions made by 27 mice trained to judge visual stimuli. Our analyses offer new insights into mice’ decision-making strategies and compares them with those of other species. We then disrupted neural activity in a candidate neural structure and examined the effect on decisions. Our findings establish mice as a suitable organism for visual accumulation of evidence decisions. Further, the results highlight similarities in decision-making strategies across very different species.


2019 ◽  
Vol 10 (1) ◽  
pp. 57-63 ◽  
Author(s):  
Yang Lv

AbstractBased on the related research results of the relationship between cognitive neural mechanism and music in recent years. In this paper, we study the relationship between the cognitive neurons and music from the overlapping and separation of brain neuro-mechanism and the significance of functional relationships between the two. Through analysis, it can be seen that the cognitive neural mechanism has a certain influence on music appreciation and learning and the studies on brain-damaged patients show that the two may have separate and independent neural bases. Finally, we find the influence of sub-consciousness on decision making through the measurement of SCRs (skin conductance responses), and thus propose a decision model modified by subconscious and make an outlook for future research trends.


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