Attentional priority and limbic activity favor gains over losses

Abstract

Prospect theory has suggested that decisions reflect a bias toward avoidance of loss compared to equivalent gains. In our study we examine whether a similar bias is found in decisions regarding whether a loss associated stimulus or a gain associated stimulus is given priority in perception. We find that for most people, gains are given priority over loss in the decision of which of the two stimuli occurs first. We also ask whether gains are reflected in greater activity in limbic systems related to emotion. In an fMRI study, we find that most people show greater emotional response to gains, not losses. We consider how these findings might be related to risk aversion in studies of decision making.