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How context alters value: The brain's valuation and affective regulation system link price cues to experienced taste pleasantness.

ABSTRACT: Informational cues such as the price of a wine can trigger expectations about its taste quality and thereby modulate the sensory experience on a reported and neural level. Yet it is unclear how the brain translates such expectations into sensory pleasantness. We used a whole-brain multilevel mediation approach with healthy participants who tasted identical wines cued with different prices while their brains were scanned using fMRI. We found that the brain's valuation system (BVS) in concert with the anterior prefrontal cortex played a key role in implementing the effect of price cues on taste pleasantness ratings. The sensitivity of the BVS to monetary rewards outside the taste domain moderated the strength of these effects. These findings provide novel evidence for the fundamental role that neural pathways linked to motivation and affective regulation play for the effect of informational cues on sensory experiences.

SUBMITTER: Schmidt L

PROVIDER: S-EPMC5556089 | biostudies-literature | 2017 Aug

REPOSITORIES: biostudies-literature

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How context alters value: The brain's valuation and affective regulation system link price cues to experienced taste pleasantness.

Schmidt Liane L Skvortsova Vasilisa V Kullen Claus C Weber Bernd B Plassmann Hilke H

Scientific reports 20170814 1

Informational cues such as the price of a wine can trigger expectations about its taste quality and thereby modulate the sensory experience on a reported and neural level. Yet it is unclear how the brain translates such expectations into sensory pleasantness. We used a whole-brain multilevel mediation approach with healthy participants who tasted identical wines cued with different prices while their brains were scanned using fMRI. We found that the brain's valuation system (BVS) in concert with ...[more]

PMID: 28808246

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Project description:The psychostimulant drug ±3,4-methylenedioxymethamphetamine (MDMA) reportedly produces distinctive feelings of empathy and closeness with others. MDMA increases social behavior in animal models and has shown promise in psychiatric disorders, such as autism spectrum disorder (ASD) and post-traumatic stress disorder (PTSD). How it produces these prosocial effects is not known. This behavioral and psychophysiological study examined the effects of MDMA, compared with the prototypical stimulant methamphetamine (MA), on two measures of social behavior in healthy young adults: (i) responses to socially relevant, "affective" touch, and (ii) visual attention to emotional faces. Men and women (N = 36) attended four sessions in which they received MDMA (0.75 or 1.5 mg/kg), MA (20 mg), or a placebo in randomized order under double-blind conditions. Responses to experienced and observed affective touch (i.e., being touched or watching others being touched) were assessed using facial electromyography (EMG), a proxy of affective state. Responses to emotional faces were assessed using electrooculography (EOG) in a measure of attentional bias. Subjective ratings were also included. We hypothesized that MDMA, but not MA, would enhance the ratings of pleasantness and psychophysiological responses to affective touch and increase attentional bias toward positive facial expressions. Consistent with this, we found that MDMA, but not MA, selectively enhanced ratings of pleasantness of experienced affective touch. Neither drug altered the ratings of pleasantness of observed touch. On the EOG measure of attentional bias, MDMA, but not MA, increased attention toward happy faces. These results provide new evidence that MDMA can enhance the experience of positive social interactions; in this case, pleasantness of physical touch and attentional bias toward positive facial expressions. The findings are consistent with evidence that the prosocial effects are unique to MDMA relative to another stimulant. Understanding the behavioral and neurobiological processes underlying the distinctive social effects of MDMA is a key step to developing the drug for psychiatric disorders.

Dataset Information

How context alters value: The brain's valuation and affective regulation system link price cues to experienced taste pleasantness.

Publications

How context alters value: The brain's valuation and affective regulation system link price cues to experienced taste pleasantness.

Similar Datasets

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