The prediction of market-level food choices by the neural valuation signal.

ABSTRACT: Neuroimaging studies have demonstrated the ability to use the brain activity of a group of individuals to forecast the behavior of an independent group. In the current study, we attempted to forecast aggregate choices in a popular restaurant chain. During our functional magnetic resonance imaging (fMRI) study, 22 participants were exposed to 78 photos of dishes from a new menu of a popular restaurant chain. In addition to self-reported preferences, fMRI data was extracted from an a priori domain-general and task-specific region of interest-the ventral striatum. We investigated the relationship between the neural activity and real one-year sales provided by the restaurant chain. Activity in the ventral striatum, which was defined using the task-specific region of interest, significantly cor

SUBMITTER: Kislov A 

PROVIDER: S-EPMC10237376 | biostudies-literature | 2023

REPOSITORIES: biostudies-literature