Neural mechanisms of implicit and explicit processes in visual preference decisions

• Project/Area Number: 26330177
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Cognitive science
• Research Institution: Tamagawa University
• Principal Investigator: Takahashi Muneyoshi 玉川大学, 脳科学研究所, 特任准教授 (70407683)
• Co-Investigator(Renkei-kenkyūsha): MATSUDA Tetsuya 玉川大学, 脳科学研究所, 教授 (30384720) ; SHIMOJO Shinsuke 玉川大学, 脳科学研究所, 特別研究員(客員教授) (70183837)
• Project Period (FY): 2014-04-01 – 2017-03-31
• Project Status: Completed (Fiscal Year 2016)
• Budget Amount: ¥4,680,000 (Direct Cost: ¥3,600,000、Indirect Cost: ¥1,080,000); Fiscal Year 2016: ¥910,000 (Direct Cost: ¥700,000、Indirect Cost: ¥210,000); Fiscal Year 2015: ¥910,000 (Direct Cost: ¥700,000、Indirect Cost: ¥210,000); Fiscal Year 2014: ¥2,860,000 (Direct Cost: ¥2,200,000、Indirect Cost: ¥660,000)
• Keywords: 潜在認知 / 選好判断 / 顔 / 同人種バイアス / 魅力度 / 視覚情報処理 / fMRI / 魅力度判断 / 潜在的情報処理 / 他人種効果

Outline of Final Research Achievements

In this study, we investigated differences in brain activity between implicit and explicit processes in visual preference decisions using fMRI. We found that activity in the caudate head increased when the participants evaluated the attractiveness of a central object (neither attractive nor unattractive) while ignoring the surroundings (highly attractive or unattractive). In contrast, we found that activity in the orbitofrontal cortex increased when they explicitly examined each image and evaluated their attractiveness as a whole. Because the basal ganglia including the caudate are known to be involved in unconscious value representation, our findings suggest that the reason why the attractiveness of ignored objects influences on the attended one would be a misattribution of evoked emotion by surroundings to the target.

Research Products

• [Presentation] 顔の魅力は『漏れやすい』～アジア人顔と欧米人顔の違い (2015)
  • Author(s): 高橋宗良, 岡田理恵子, 中川潤, 須惠明音, 渡辺光咲, 高田藤代, 下條信輔, 松田哲也
  • Organizer: 第38回日本神経科学大会
  • Place of Presentation: 神戸コンベンションセンター（兵庫県神戸市）
  • Year and Date: 2015-07-28
• [Presentation] 顔の魅力は『漏れやすい』～アジア人顔と欧米人顔の違い (2015)
  • Author(s): 高橋宗良, 岡田理恵子, 中川潤, 須惠明音, 渡辺光咲, 高田藤代, 下條信輔, 松田哲也
  • Organizer: 第38回日本神経科学大会
  • Place of Presentation: 神戸国際会議場（兵庫県）
  • Year and Date: 2015-07-28
• [Presentation] 魅力度評価に親近性が及ぼす潜在的な影響 (2014)
  • Author(s): 高橋宗良, 岡田理恵子, 中川潤, 須惠明音, 渡辺光咲, 高田藤代, 鈴木春香, 下條信輔, 松田哲也
  • Organizer: 平成26年度生理研研究会「第４回社会神経科学研究会」
  • Place of Presentation: 生理学研究所（愛知県）
  • Year and Date: 2014-10-30