Choosing between personal values: The Pavlovian substrates of intrinsic preferences

Abstract

Several brain circuits interact in computing the value of choices between options, as when we express our preference between a set of available consumer goods. Here, we used a procedure developed in functional neuroimaging studies of consumer choice to identify the neural substrates activated by choosing between values that, when put into practice, can give meaning to ones life, such as achievement, community, tradition, or religion, and are unrelated to material needs or financial security. In a first sample (N=18), instead of the neural substrates usually associated with choice between consumer goods, we found activation of the amygdala, a limbic system structure which presides over assignment of values to stimuli according to immediate affective experience and promotes responses according to their association with potential rewards. This unexpected finding was replicated in a second independent sample (N=18). These results are consistent with views arguing for the existential nature of values that give meaning to ones life here and now, in contrast to maximizing long-term utility.