Spatiotemporally distinct neural mechanisms underlie our reactions to and comparison between value-based options

Abstract

Previous research suggests that people evaluate options in at least two ways: (1) appraising their overall value and (2) choosing between them. Here we test whether these processes are temporally dissociable, with appraisal-related processes tied to the time ones options appear and choice-related processes tied to the time a decision is made. We recorded EEG while participants individually rated and subsequently made choices between consumer goods. As predicted, we found appraisal-related neural activity locked to the onset of the stimuli and choice-related activity locked to (and preceding) the response. Patterns of appraisal- and choice-related activity were further associated with distinct topographical profiles. Using a novel neural index of ones certainty about a given items value, we also provide evidence that choices and choice-related activity were further modulated by this option-specific value certainty. Taken together, our results support the hypothesis that spatiotemporally distinct mechanisms underlie appraisal and choice, suggesting that commonly observed neural correlates of choice value may reflect either or both of these processes.