9/1/2023 0 Comments Hardest decision to makeThis again suggests that preferences are really dynamic, and already change during making decisions.” Our difficult choices have a significant impact on our future preferences. “But here, we find that eye fixations during our choice phase also determined how strongly we change our future preferences. “It is well-established that fixation durations can predict choice – that is, we are more likely to choose the item we look at longer,” Dr Voigt says. The researchers also tracked eye movements to see whether the length of time spent looking at an item played a significant role in making hard decisions and forming preferences. And our findings strongly support the idea that our preferences are already updated as our decisions unfold.” THE EYES HAVE IT “We tested the alternative hypothesis: that preferences evolve as an immediate consequence of decision-making. “Previous theories have suggested that our decision-making is driven by preferences,” Dr Voigt says. Researchers then predicted how firmly their preferences changed by monitoring brain activity associated with preference formation and value-based decisions. The 22 men and women aged 18-37 were monitored by MRI technology as they made their choices. “We only included snack food items they were familiar with, liked and are purchased frequently by the general public.” “The choice of snack foods varied across the group as the foods were matched to each participants’ unique, subjective preferences,” she says. People in the study chose between two of their favourite snack foods they liked equally. They also collaborated with Professor Carsten Murawski from the University’s Department of Finance.ĭr Katharina Voigt, a former PhD student from Dr Bode’s lab and the lead author of the study, explains that having to choose between two things that a person likes equally makes the decision more difficult. Published in the Journal of Neuroscience, the study was conducted by a team from Dr Stefan Bode’s Decision Neuroscience Laboratory, part of the Decision Science Hub. The researchers found that most people were willing to pay more money for the chosen item and less money for the rejected one. Once the participants had decided, and some time had passed, they were asked to re-state their preferences.
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